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Percival Coaching first reached out to us in May 2025 after discovering our work through our website. Founded by former Tottenham Hotspur and New Zealand international footballer Ria Percival, the academy focuses on providing football coaching for aspiring young girls.

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With the academy newly launching, Ria was looking for a strong and professional brand identity that reflected both the quality of coaching and the positive environment she wanted to create for young players. The brief was for something sporty, clean, modern and strong — a logo that would work well across social media, coaching materials and team kit.

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We began by exploring modern, athletic-style typography that would give the brand a professional sporting feel. The primary logo was designed as a bold wordmark that feels dynamic and energetic, reflecting the movement and pace of football.

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Alongside the main logo, we also created a second variation in the form of a team-style crest. This badge features a silhouette of a player striking a ball, giving the brand a recognisable emblem that can be used across kits, training gear and merchandise.

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A palette of strong blue tones was used throughout the branding to create a clean and professional look while still feeling vibrant and sporty.

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After some back-and-forth with Ria and a few small refinements, we arrived at a final identity she was delighted with — a modern brand that represents Percival Coaching as it begins inspiring the next generation of girls in football.

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