Our work

Capturing a brand’s unique passion and culture

Client | Tottenham Hotspur

Klutch Studio x Tottenham Hotspur - Brand Identity


Create a rallying cry for fans that re-engages their passion for the club. Remodel our membership offering and create a unique brand identity that’s true to the spirit of Spurs and sets us apart from other clubs.

Tottenham Hotspur fans monogram Tottenham Hotspur x Klutch Studio - App Logo Tottenham Hotspur brand colours


Research identified many conflicting existing membership offerings, names and visual routes. We recognised in a world full of Uniteds, Citys and Rovers, there is only One Hotspur. We brought all existing memberships in under the name ‘One Hotspur’, we imagined a new logo and identity that spoke to fans’ lifelong passion and dedication to the club that worked in harmony with the iconic club badge and we remodelled the offering to create a world class club membership with clear tiers and benefits.

Tottenham Hotspur Membership card design Tottenham Hotspur x Klutch Studio - Membership Packs Tottenham Hotspur x Klutch Studio - Advertisment


One visual identity and a system for members to feel at home, the new logo and brand was applied successfully to each touchpoint and meant that fans felt they belonged and the marketing team could build on the exsiting database and amplify the offering to gain new members all over the world.


“Klutch played a blinder, cutting to the heart of the problem and creating an identity and membership that has become a focal point for fans of all ages.”

Jack Allen
Membership Marketing Manager, Hotspur

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