Rebranding the rossoneri
An historic giant of European football, AC Milan needed a more international brand to keep pace with their newly rich rivals. Working alongside the strategists at DixonBaxi, I created the club’s new tone of voice and brought it to life both online and in the stadium.
It still shocks me that Zlatan has seen my copy. I hope he liked it.
Built around the idea ‘From Milan to Many’, this was a brand that goes beyond football and borders.
The messaging framework will underpin all Milan’s comms for years to come. True to the club’s heritage yet proudly international, it’s a rallying cry for all proud Rossoneri – no matter where they are in the world.
