This Bud's Blue
PROJECT BRIEF
Budweiser became a founding partner of Everton FC as the club prepared to move into its new Hill Dickinson Stadium. The opportunity was to establish Bud throughout the stadium experience in a way that felt meaningful to supporters - with one considerable complication: Budweiser’s defining red sits directly against Everton’s blue identity and is synonymous with their great city rivals, Liverpool FC.
Rather than place a red brand into a blue environment, the response was to adapt Budweiser around Everton. The strategy retained recognisable Bud assets - its wordmark, bowtie and typography - while shifting the visual world towards Everton blue and white. The partnership could therefore feel less like conventional sponsorship and more like a brand genuinely understanding the environment and culture it was entering.
Dixie's Bar, Hill Dickinson Stadium
Drawing reference
We took the initial concepting and early art direction through technical development, fabrication and installation across the South Stand Bar, Fan Plaza and Sports Bar. Satin chrome, chain-link mesh, concrete, acrylic graphics, vinyl and integrated LED lighting created a material language that connected Budweiser with the architecture of the new stadium. From bars and display structures to wall treatments, columns, lighting and product infrastructure, every element was produced as part of one connected physical environment.
BUDWEISER - THIS BUD'S BLUE
