Wolves Former Players Association

The Wolves Former Players' Association (WFPA) has been celebrating the heritage of Wolverhampton Wanderers Football Club since 1988, bringing together former players from every generation while supporting their wellbeing, strengthening lifelong friendships and raising funds for charities across the city.

As the Association continued to grow, it recognised that its brand and website no longer reflected the quality of its work or the significance of its role within the Wolverhampton community. It needed an identity that respected its rich heritage while giving it the confidence to communicate more clearly with supporters, partners and future generations.

Featured in the Express & Star

Our work with the Wolves Former Players Association was featured in the Express & Star following the launch of the refreshed brand identity and website.

Read the Article

The Challenge

The Association wanted to modernise its communications without losing the trust, recognition and history it had built over almost four decades.

Its existing identity lacked consistency across print and digital channels, and the website needed to become a more engaging platform for sharing stories, promoting events and showcasing its community impact.

The challenge wasn’t to reinvent the organisation. It was to strengthen what already existed.

Our Approach

Working closely with the committee and Chairman John Richards, we developed a refreshed brand identity that honoured the Association’s heritage while creating a flexible visual system for the future.

Our work included:

Brand refresh and logo refinement
Visual identity development
Brand graphics and supporting assets
Website design and development
Improved content structure and user experience
Consistent design system for digital and printed communications

Rather than creating something completely new, we carefully evolved the existing identity, ensuring it remained instantly recognisable while feeling cleaner, more contemporary and fit for purpose.

“We have really enjoyed working with Chris and the Sodium & Co team to refresh the brand and website of the Former Players’ Association. We are continuing to grow as an organisation, both in terms of the help delivered to former players but also by developing partnerships which ensure we can support so many local charities and community groups. To do that we need to be able to provide information and tell our stories in a clear and attractive way, and working with Chris on refreshing our identity has been a major positive in that regard.”

John Richards
Chairman, Wolves Former Players’ Association

The Outcome

The refreshed identity provides the Wolves Former Players’ Association with a consistent and professional brand that can be confidently used across events, merchandise, publications, fundraising and digital communications.

The new website offers a much stronger platform for celebrating former players, sharing news, promoting events and communicating the Association’s ongoing impact within Wolverhampton.

Most importantly, the project equips the Association with the tools it needs to continue preserving the legacy of former Wolves players while strengthening relationships with supporters, partners and the wider community.