Our journey with Mamelodi Sundowns began with creating and defining a brand identity toolkit for the club.

Having built one of the most recogniseable brands on the continent, we rolled out an extensive deep-dive into the club’s history through a series of interviews and engagements with those connected to the club, from the owner and club management, the playing and coaching staff to the most adoring fans.

We combined our findings with the already famous club logo, colours and other marks on record to create a completely new CI toolkit and Visual Identity pack for the club to use in all marketing and partner material going forward.


Led by the club’s Vision to become the most decorated football club in Africa, the brand identity outlines the key elements of the Mamelodi Sundowns brand.

The brand identity includes and updated vision, mission, brand personality and visual guideline. The refreshed club logo, colours and typography were packaged into the CI toolkit and to ensure consistency, all elements were applied through a visual identity toolkit across an array of assets and applications.


+400 hours of research conducted

21 hours of footage shot

7 legend interview episodes edited

1 consistent and extensive Brand Identity