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Notts County Football Club

Family Stand transformation case study
Notts County Football Club is the world’s oldest football league club – playing its football in Sky Bet League Two of the English Football League.


We started working with Notts County Football Club in the summer of 2017. The club was looking to work with a creative agency to help transform its Haydn Green Family Stand to make it an exciting place for families on a match day. With a lifelong Notts County supporter in the team – namely young Tom – we pitched our ‘Roy of the Rovers’ designs to the club and this fitted the style that they were looking for.

Our approach was that the concourse area beneath the stand would be divided into four coloured zones. Within each zone, we would then create bespoke, hand crafted illustrations which would depict key people and moments from the club’s history.

One wall of the concourse would be dedicated to an A-Z of the club, while the opposite wall would contain eight key ‘snapshot’ images – telling key moments or explaining important stories relating to the club. Outside, we would also create a ‘Welcome to Meadow Lane’ design, an interactive height measuring wall for the kids, and a ‘Welcome to the Family Stand’ design.

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Tom spent time searching through the club’s archives for imagery that would best suit the pieces we wanted to create. After piecing everything together, it was then over to the talents of our designer/artworker Mitch, to bring the designs to life.
Mitch took images from the club’s history and illustrated them in a retro, ‘Roy of the Rovers’ style. Each illustration was then converted into vector format, coloured, and placed into the designs.
The concourse artwork was applied using heat pressed vinyl so that it moulded to the breeze block, while all exterior artwork was printed onto foamex to stand up to the elements.
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We thoroughly enjoyed working on this project with the club and we hope that all visitors to Meadow Lane enjoy looking at the illustrations for many years to come.

  • “It's been a great experience working with Tom and the team at The Dairy on our new look Family Stand. When I appealed for design agencies to come and pitch to us, The Dairy came out on top. They've been incredible to work with and we are extremely proud of the end result"
    Sarah Gooding, Marketing & Fan Engagement Executive at Notts County Football Club