Vicky Beercock

Multi Award-Winning Creative Brand Communications and Marketing Leader | Driving Cultural Relevance & Meaningful Impact | Collaborations | Results-Driven | People Champion

I spearheaded the complete redesign of Hull City's crest, a project that underscored the deep connection between club identity and fan loyalty. In response to the backlash against the 2013 redesign, we recognised the need to honour the club’s heritage while evolving its brand.

For the 2019 redesign, we made it a priority to ensure that this transformation was led by our supporters. We conducted an extensive, multi-stage process that involved gathering feedback from a broad base of fans and engaging in focused sessions with a trusted panel of representatives. Their passion and dedication were instrumental in shaping a crest that not only resonates with supporters and players but also marks a proud new chapter in the club’s history. The successful launch and integration across all club platforms solidified this as a milestone achievement, reflecting both our commitment to our supporters and our forward momentum as a club.

THE HISTORY OF THE HULL CITY AFC CREST BACK TO 1904

REDESIGN BTS AND PROCESS RECAP