Oklahoma City Energy FC
Before Ted Lasso was helping us all understand the world's game — I was on a team with a goal to identify the mission, vision and values for Oklahoma’s premier football club, OKC Energy FC.
Background
Team owners came to the agency to provide clarity and expertise in developing their brand essence. Our objective was threefold: 1) reflect a more relatable tone that appealed to a younger fan base, 2) create memorable value statements and 3) position the club as competitive and determined to win matches.
Discovery
The client provided us with 11 draft statements that were important to them. We conducted a strategic discovery meeting to get to the root of their intentions and insights. From there, we did external research. I watched interviews of players, coaches, staff, owners and, most importantly, their fans. We also looked at other football clubs around the globe. How did they earn cult-like fan support in a city that didn’t quite understand the sport?
Solution
We dug in and spread out — uncovering themes and putting words to them. We chose words that had heart and that was significantly reflected in what we heard during discovery. This approach ensured that they were true to the club. The values were also written in a way that would encourage unity and be shared by everyone within the organization.
Establish Oklahoma City Energy FC as an internationally-acclaimed football club that unifies our city in Energy green.
The Vision
Oklahoma City Energy FC is dedicated to building a world-class football club by elevating the quality and character of our team and our community — for the love of the sport, our fans and our city.
The Mission
Core Values
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Leaders
We lead our team, community and sport by playing with character, confidence and respect.
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Team
We only win when we work as a team – regardless of beliefs, abilities and background.
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Determined
We believe work conquers all – with grit, precision and continued focus on advancing our performance.
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United
We share the aspirations of our city focused on growth and connection.
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Catalyst
We are bold agents of positive change, on and off the pitch.
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True
We are true to ourselves, the sport and our fans – operating with integrity, transparency and trust.
Launch
The club’s new brand essence was enthusiastically revealed in April 2018. Following this activity, OKC Energy FC went on to gain community support and public investment in a $37 million multi-use stadium that would get them closer to realizing their vision.
Agency: Staplegun
Account Manager: Randi McClain
Creative Director: Chris Williams
Sr. Creative Strategist: Kayce Holland
Research Director: Corey Lucero