Ligue 1 McDonald's
A new era for French football, turning its leagues into cultural and entertainment brands.
- BRAND
- Brand strategy Visual identity Brand architecture Identité visuelle Tone of voice Motion identity
- EXPERIENCE
- TV/ Digital Broadcast Motion Graphics Stadium dressing Event protocole
- Digital2023 - 2024
- Web design UX/UI SoMe Brand center
Football. But French.
In an ultra-competitive global landscape, the LFP has shifted its positioning. With the launch of LFP Media and a new brand platform, it now acts as a cultural and entertainment player. The tagline “Football, But French” embodies a free, unpredictable, and talented identity. This promise is built on four editorial pillars: ambition, pride, creativity, and boldness.
The modular visual system uses sleek, iconic symbols for Ligue 1 and Ligue 2, a custom made typeface, and a vibrant color palette. Designed for broadcast and digital-first formats, it adapts with ease. The tone of voice: clear, confident, and aligned, unites all channels, from TV to social media.
Early results are strong: Ligue 1 McDonald’s reveal generated over 18 million views, clubs adopted the identity quickly, and media response has been enthusiastic. A branding system that rejuvenates the French league in Europe.