After our recent appointment by Aston Villa FC to transform and redevelop its junior members club JV-Life, our redesigned club mascots have made their home debut against Fulham – plus one new addition!
Aston Villa felt it was time to revamp their junior membership programme with the aim of appealing to a broader audience across the city of Birmingham. So, we developed a concept around the positioning ‘Where Heroes Are Made’, which encapsulates the idea that in this club children can become something special and achieve great things. From beating mates in an online game to charting football skills development, JV-Life is a fun and inclusive place where normal kids turn into heroes.
To bring this idea to life, we redesigned long term club mascots Hercules and Bella to ensure they embodied the new superhero personality of ‘JV-Life’ with their own unique superpowers and a new third mascot character, cheeky scamp Chip, was introduced.
Aston Villa felt it was time to revamp their junior membership programme with the aim of appealing to a broader audience across the city of Birmingham. So, we developed a concept around the positioning ‘Where Heroes Are Made’, which encapsulates the idea that in this club children can become something special and achieve great things. From beating mates in an online game to charting football skills development, JV-Life is a fun and inclusive place where normal kids turn into heroes.
To bring this idea to life, we redesigned long term club mascots Hercules and Bella to ensure they embodied the new superhero personality of ‘JV-Life’ with their own unique superpowers and a new third mascot character, cheeky scamp Chip, was introduced.
Ravinder Masih from Aston Villa FC, pictured above with Wyatt's Mario Morby and the Mascots, said: “We’re extremely pleased with the new positioning of JV-Life and the terrific transformation of Hercules and Bella as well as the new surprise addition of Chip. The Mascots made a triumphant return to Villa Park at the recent home game against Fulham and were well received by all fans.”
To complete the redesign, we oversaw the development of various communications initiatives from the brand logo to animated character footage, and also redesigned the Trinity Road Family Area with giant murals of the new characters.
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