Kickers Offenbach is no ordinary football club. Founded in 1901, its history is marked by great successes, decades of setbacks and a fanbase whose unwavering loyalty extends far beyond results on the pitch. Having stood on the terraces of the Bieberer Berg for over 25 years, what has always fascinated me is the club’s distinct identity. Memories of the 1990s, when the Bieberer Berg became one of the most intimidating grounds in German football. The Waldemar-Klein-Tribüne, one of the last remaining continuous standing terraces in Europe. The supporters’ notorious reputation, their rejection of modern football and the deep connection between the club and its fans. A combination of football romanticism, working-class culture and unconditional loyalty.

The idea behind the rebranding was to bring these defining characteristics back to the forefront rather than conceal the club’s rough edges. The challenge was to connect its history with its future, creating a visual bridge between generations. Young and old, tradition and modernity, memories and aspirations. At its heart was the shared dream of returning to professional football. The campaign Zusamme schaffe mers wieder pays homage to the legendary campaign of the 1990s that accompanied the club’s rise through the divisions.

The project involved a complete redesign of Kickers Offenbach’s visual identity, with the historic club crest remaining the only unchanged element. Alongside a new strategic direction for the club’s marketing, a typographic system and a distinctive visual language were developed and applied across all areas of communication. This included a new website, social media, stadium signage, live broadcast graphics, season tickets, team kits, merchandise and a retro jersey collaboration with Nike.

The visual language was shaped by the character of the club itself: Straightforward, direct, loud, bold and stripped of unnecessary decoration. Just like the working-class football culture of Offenbach. Large-scale typography, clear graphic structures and imagery centred on the Bieberer Berg and its supporters. The print and digital advertising campaign marked the culmination of the rebranding and is presented here as the clearest expression of the club’s new visual identity.