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WORKS to build brand of Chinese superclub Guangzhou Evergrande


Leeds design agency WORKS has partnered with leading Chinese sports marketing firm OCEANS to help strengthen the brand of Guangzhou Evergrande.

Evergrande are managed by former World Cup winner Luiz Felipe Scolari and have won the Chinese league title in each of the last six seasons. The club enlisted OCEANS, which is based in Beijing and Shanghai, to move its brand forward, improving its consistency, recognition and value. In turn, OCEANS has brought global sport design specialist WORKS on board.

The Leeds agency’s brief is to design a full suite of secondary brand assets, brand guidelines, style guides and upgrade the design of the club’s mascot whilst introducing an accompanying new female mascot.

“OCEANS required a partner with a strong track record in sports brand design,” said Shoto Zhu, CEO of OCEANS Sports & Entertainment Inc. “The project with Guangzhou Evergrande Taobao FC is an important part of our work for Chinese football and we are delighted to be partnering with WORKS.”

Roy Webber, CEO of WORKS Ltd, added:  “We have been very impressed by Shoto and his company – this project is our first in China and represents a very exciting opportunity for us to work alongside a knowledgeable and like-minded company.”

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