This is the story of the creation of brand 'Lionesses', which was not always popular with the players but is now synonymous with them
as the Lionesses. Glenn Lavery worked at the FA as a writer, reporting on the England teams. He joined just before the 2007 World Cup — the first edition England had qualified for since 1995.
“England is now so far ahead of Norway,” she laughs, having returned home to work for the domestic women’s league. “That’s obviously a daily frustration for me now.” Gynnild Hartley led a creative brief and sent it to Matta, a marketing company that has also worked on the England women’s rugby team’s rebrand as the Red Roses and“I actually remember the conversation I had with Matt Hunt, who was Matta’s strategy director,” says Gynnild Hartley. “He said to me: ‘Oh, you mentioned in the brief your casual use of the term Lionesses. And you’re talking about creating this identity, building something unique. Well, we think you should just use Lionesses’.
Some players, such as Toni Duggan and Steph Houghton, immediately embraced the idea. Before 2015, squad photos had been taken formally, in what is known as the arms-crossed ‘soldier pose’.“You go, these are female athletes,” says Gynnild Hartley. “What are the best ways we can photograph them? This campaign meant we had a reason to do things differently and not just copy what has always been done for the men’s game.”manager Emma Hayes. “We’re not men at all.
The success of both meant plans could be expanded for the 2017 Euros, under taglines such as “Be Fierce” and “Salute the Lionesses”. It was the first campaign where the entire brand identity was separate to the men’s team.
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