One of the most prestigious events in the football calendar, the PFA Awards is a key engagement driver for the players' union. As the players themselves vote for the winners, the PFA Awards is your favourite player's favourite accolade. Traditionally a glamorous, in-person awards show, in 2020, the awards adapted, becoming a virtual event streamed online.
In 2021, the annual event took place shortly after the new PFA brand was unveiled. As the awards show garners extensive media attention, it presented the perfect opportunity to reinforce the union's new identity with players, fans, the media and other football stakeholders.
PFA Awards' Creative Direction
When developing creative direction for the awards, we wanted to establish stand-alone visual impact as a distinct strand of the new PFA brand while ensuring overall coherence.
Given the significant impact of the pandemic, we felt it fitting to pay tribute to the fans who had been missing from stadiums throughout the season. Players often consider the fans their 'twelfth man', crediting them for helping teams to dig deep and pull off performances that earn plaudits. To highlight this special relationship, the messaging of the PFA Awards was inspired by the new PFA tagline, 'For football. For life.' A version of this asset, bespoke to the awards, included reference to players, fans, goals, glory, trophies, titles and winners. This powerful positioning created coherence between the new PFA brand, the union and the awards.
The awards' visual identity paired player images with bold type and graphical references to stadium lights, creating a feeling of drama and commitment to triumph. The visuals were kept intentionally bright to evoke excitement and optimism, following such a challenging season. After a year of restriction and seclusion, the campaign's colour choice evoked feelings of fresh air, brightness and dazzling sunshine, adding excitement and feel-good.
Several core elements of the new PFA brand also formed part of the Awards' motion graphics. The 'Hive Crossbar' is a key brand asset for the PFA, usually alongside the tagline – an ever-present signifier of the PFA's commitment to players. This made the inclusion of the eye-catching solid yellow bar the perfect way to unify the essence of the new PFA brand and the distinct creative direction of the Awards.
PFA Awards' Look and Feel
To maximise the aspirational feeling of the streamed Awards, the trophies were 3D modelled and animated. The ceremony also included animations of the new PFA logo to boost recognition.
The Awards have traditionally been an exclusive event, reserved for elite players while remaining immensely popular with fans. Usually, non-attendees of the event would find out the winners as they are announced on news channels, but online streaming meant fans could participate. Coupled with the curated messaging, this helped make the Awards more inclusive and accessible to all who love football.
A screening of the brand film created for the PFA's rebrand launch was also shown during the Awards. The film centred on the familiar football journey of sacrifice, dedication and overcoming obstacles. Broadcasting the film as part of the Awards strengthened the overall messaging of inclusivity. It ensured that all watching – players, fans, clubs, and other stakeholders – were in no doubt about the PFA's understanding of the professional footballer's experience and their commitment to support players through their careers and beyond.
The new PFA visual style was implemented across all social posts promoting the virtual event, as well as posts announcing the nominees and winners to maximise awareness.
Ultimately, the 2021 PFA Awards were about turning a corner for the players who voted for their peers in the most challenging season, the fans eagerly awaiting the chance to cheer in person, and the visible transformation of the PFA while celebrating the achievements of its members.
Watch the full PFA Awards 2021 here.
