This graphic design, branding and signage project for Premier League Champions Liverpool Football Club was a major undertaking that kept our team busy throughout most of 2020. Seeing the finished designs fully installed and the building now actively used by players, coaches and staff is incredibly rewarding. Projects of this scale demand not only creative ambition but also precision, flexibility and close collaboration and this one delivered on all fronts.
Following on from our successful work at Melwood Training Ground in 2017, we were invited to develop concepts and design ideas for a significant portion of the internal branding and graphic design at Liverpool FC’s new £50 million, state-of-the-art training ground in Kirkby. The brief was clear: create an environment that reflects the club’s identity, heritage and ambition, while supporting the daily routines of an elite, high-performance football operation.
The new training facility is an exceptional space, purpose-built to support players at the highest level of the game. It includes three full-size pitches, dedicated goalkeeping and warm-up areas, two fully equipped gyms, a sports hall, a hydrotherapy pool complex and specialist sports rehabilitation suites, alongside a wide range of additional performance and support facilities. Our task was to enhance these spaces visually, ensuring the interiors felt inspiring, cohesive and unmistakably Liverpool FC.
Concept Development and Collaboration
To achieve this, we worked closely with department heads across the club, taking time to understand how each space would be used and what messaging, atmosphere and functionality were required. These conversations informed our graphic design concepts, allowing us to create bespoke visual solutions that felt authentic to each area while remaining consistent with the club’s overall brand.
From there, we developed detailed design proposals, including recommendations for materials, finishes and installation methods, ensuring that each element would not only look impressive but also stand up to the demands of a busy, high-performance environment.
Production and Installation
Once designs were approved, we partnered with our trusted production and installation specialists MX Display to bring everything to life. Working alongside their team, we translated our creative vision into physical graphics, signage and artworks that transformed the interiors of the training ground.
We’re passionate about combining depth, texture and premium materials to create impactful wall graphics and signage and MX Display were perfectly placed to execute these ideas. They pushed the boundaries of print and production using their extensive range of in-house equipment, including an AXYZ industrial hybrid CNC cutter, enabling complex detailing, precision cutting and high-end finishes across multiple materials.
Our graphic design team worked closely with MX Display’s in-house studio, preparing artwork for printing, cutting and installation. This collaborative process ensured every detail was considered, from colour accuracy and material choice to alignment, spacing and durability. The result was a cohesive collection of high-quality graphics, signage and art pieces that elevated the entire facility.
Scope of the Project
The scale of the project was substantial, incorporating a wide variety of materials and formats, including:
- Over 86 square metres of wallpaper
- More than 190 square metres of One Wall seamless wallpaper
- 42 square metres of dye-sublimated FabriGrab tension fabric systems
- 8 sheets of acrylic lettering and logos
- 34 HD dye-sub Chromaluxe art pieces
- 65 professionally framed prints
- 36 bespoke cherrywood letters
- 2 sheets of stainless-steel lettering
- Several custom printed magnetic glass dry-wipe boards
- 29 metres of printed and cut vinyl lettering
Installation was carried out by MX Display over 15 days, using a dedicated team of four professional installers, ensuring everything was fitted accurately, safely and on schedule.
Final Outcome
It was a privilege to work on such a prestigious and high-profile project. The completed training ground now reflects Liverpool FC’s history, ambition and elite standards, an environment designed to motivate, inspire and support everyone who uses it.
The feedback from the club has made the hard work especially worthwhile:
“Cass Productions have produced exceptional work for LFC for almost 10 years, so we were delighted to get them involved in the design and branding at our new training ground. Their creativity and attention to detail is evident in the finished work and their project management skills are first-class.”
– Michael Edwards, CEO of Football, FSG
This project stands as a testament to the power of thoughtful design, strong partnerships and meticulous execution in creating environments that support performance at the very highest level.
To see more of our graphic design and animation, view our Portfolio