The birth of a new stadium is always a monumental occasion for a football club, but when that new beginning means leaving behind a home as iconic and steeped in history as Goodison Park, the challenge becomes twofold. It’s not just about building a state-of-the-art venue; it’s about transplanting the soul of the club into a new brick-and-steel structure and, most importantly, making it feel like home from the very first match. This was the task facing Everton with their new Hill Dickinson Stadium, and to achieve it, they enlisted the expertise of Populous’ EMEA Brand Activation team to craft a visual narrative that would resonate with every Evertonian.
Everton’s new 52,769-seater home on the banks of the River Mersey is set to become a new destination for Liverpool, hosting not only Premier League football from the 2025/26 season, but also a variety of major events and concerts. To ensure the stadium felt unmistakably Everton, the club’s marketing team worked in close collaboration with Populous to develop a distinctive visual language throughout the entire venue.
“Our connection with Everton goes back years – and Goodison Park made a profound impact on me. That image of English football being so embedded in the community – fans literally stepping out of their front doors and walking into the stadium – was incredibly unique. It’s an atmosphere built up through layers upon layers of history, and it’s very difficult to replicate,” said Simon Borg, Principal, EMEA Brand Activation Lead at Populous.
Read the full article from ISSUE 44 below: