3UP: Put Football First

Campaign Identity & Launch Film

The National League is calling for change. Their 3UP campaign, is a push for fairness in the game, asking for three teams to be promoted to the EFL League Two each season, in line with the rest of the football pyramid.

We worked closely with the National League team to create a campaign message, visual identity and campaign film that could carry that message with strength, energy, and clarity.

A brand built for impact

We created the campaign strapline,  Put Football First -  to cut through the noise and drive home the message with simplicity and intent.

At the centre of the campaign is a bold new identity. We designed a logo based on a shield - a nod to traditional football crests,  but with a sharp, modern feel that helped it stand out from the crowd.

We paired it with a bright, eye-catching colour palette and a distinctive pattern system to keep everything feeling dynamic and urgent. The campaign needed to grab attention and be instantly recognisable across stadiums, screens and social media, and it had to put the message front and centre: Put Football First.

Launching on the biggest stage

The 3UP campaign was unveiled during the National League Promotion Final at Wembley, in front of a crowd of over 50,000 fans. To support the launch, we created a short film voiced by iconic football commentator Martin Tyler -  designed to build in pace and power, mirroring the momentum of the campaign itself.

Fast-paced animation, bold headlines, and real fan footage were combined to create an emotional, energetic piece that struck the right balance between professionalism and grassroots passion. Footage was lightly graded to give it a more natural, documentary feel  keeping the focus on the fans driving the movement.

The film has since been watched by over 100,000 people online, helping the message gain traction beyond match day.