Putting community
at the heart of a new
365 destination…
Newcastle United FC
St. James’ Park
About
When the Saudi-backed consortium completed the acquisition of Newcastle United on 07 October 2021, it ignited a renewed sense of belief among the loyal Toon Army. With it came a commitment to invest not only in the team, but in St. James’ Park, the iconic “Cathedral on the Hill.”
Challenge
Post takeover, it became clear that St. James’ Park had endured more than a decade of underinvestment. The stadium needed a comprehensive overhaul across both premium and general admission products to meet contemporary fan expectations.
Solution
The ‘Community’ brand was created to unite matchday and non-matchday operations under a single, cohesive destination identity. This integrated approach brought together premium experiences, GA food and beverage, events, and campaigns, ensuring the stadium would function as an inclusive destination for supporters and the wider community.
Disciplines
Brand and Experience Strategy / Narrative Origination / Name Origination / Brand Identity / Brand System / Signage / Wayfinding / Copywriting / Art Direction
Duration
04 Months
More Than a Club
If one word captures what a football club can mean beyond the game itself, it’s community, and nowhere is this truer than in Newcastle upon Tyne. With the stadium rooted in the very centre of the city, community for fans extends far beyond the ground, the team, or the results. It reflects belonging, pride, and the feeling of being part of a movement, a family.
To express this deep sense of kinship, the Community brand was designed as a modern reflection of the club’s iconic black-and-white stripes, worn with such pride by generations of supporters.
Written in Black & White
To further anchor the stadium experience in local culture, select premium and GA experiences were named using Geordie dialect, most notably the word “Toon”. Rooted in the local pronunciation of “town” and immortalised in the iconic “Toon, Toon, Black and White Army” chant, the term carries deep emotional resonance for the fans. The product naming not only celebrates Newcastle’s unique identity, but also strengthens the sense of belonging that defines St. James’ Park, ensuring every touchpoint feels authentically connected to the city and its people.
Three Six Five
The Gallowgate End Stand would be transformed into the ‘Toonhall’. A true 365 community hub where the best street food and bars serve alongside live entertainment such as DJs and local bands, all set within an authentic contemporary, industrial aesthetic.
Geordie Boot Boys
Taking inspiration from the chants of The Mags faithful, the Boot Room respects its origins, offering an intimate sanctuary where stories unfold and the pre-match buzz builds. Within this authentic pub inspired space, the Toon Army can enjoy a pint surrounded by tales told and the boots worn by their heroes.
