English F.A.

The intent

To create the next generation narrative and brand platform for women and girls in Football, that can let women feel like they can truly take ownership of the game they were made for just as much as men.

The challenge

The FA’s flagship women and girls program launched in 2021. Under the banner of Let Girls Play, it aimed of give all girls in England equal access to football. Though the platform helped to support and inspire some extraordinary steps forward, significant work remains to unlock full equal opportunities for women and girls across the sport. To address this, Elmwood were invited to create the next generation idea for this essential cause, in partnership with MSQ Sport & Entertainment and Brave Spark Studio.

Giving all girls in England equal access to football

Insight

Let Girls Play set the stage for change, but in 2025, the challenges to equality in football have evolved. The success of the women’s national team has transformed the conversation around girls in the sport. The barrier is no longer permission to play—we’ve proven our place. Now, the opportunity lies in celebrating that progress and expanding the narrative beyond just playing, embracing all aspects of football, from refereeing to coaching.

We’ve proven our place, now its time to celebrate our progress

The idea

Our platform, Made for This Game is a bold and confident platform created to show women and girls that they belong—on the pitch, on the sidelines, and at the heart of the game. Whether playing, coaching, or refereeing, this platform empowers women of all levels and abilities to step forward with confidence.

A deconstructed symbol of equality provides the foundation of our brand mark, with a juxtaposition of authoritative titles, and hand-written tape representing the permanence and personalisation of our platform.

Inspired by the pitch – to signal that this is and always will be about the game, not our gender – our colour palette pairs earthy depth with high contrast tones creating bold attitude and a challenger spirit. 

Our type pairing strikes a balance between confidence and belonging, passion and creative expression. Bold sans-serif headlines contrast with hand-written quotes, bringing authentic voices to life, celebrating the ways girls are made for this game, and championing those who play.
Our photography style embraces a raw, user-generated content (UGC) approach, capturing the warmth and grit that define women’s football.

Inspired by the pitch

The impact

Through a powerful mix of branding, authentic storytelling, and community-driven content, Made for This Game is more than a campaign—it is a movement.

The campaign launched at the UEFA Women’s Nations League match against Spain (which England won), and is already creating a buzz on social media up and down the country – from grass roots up.

Made to play. Made to coach. Made to ref. 
Not just mad for this game, we are Made For This Game.