Fair Game is a football governance organisation working to create a more equitable financial structure within the game. Focused on improving regulation and sustainability across the sport, they advocate for practical solutions that address the growing imbalance between divisions. Since its launch in 2021, Fair Game had never developed a consistent or recognisable brand identity to reflect the importance of its mission. Working closely with key stakeholders, I redefined the brand from the ground up, creating a new visual identity system, logomark, brand guidelines and a full suite of social assets. The identity needed to feel credible within the context of professional football while clearly communicating fairness, balance and reform. It had to be authoritative enough to sit alongside governing bodies, while remaining accessible to clubs, fans and wider stakeholders. The final identity introduces a refined crest-inspired logomark, incorporating the halfway line as a central design element to symbolise fairness and equality. Built as a flexible system across digital and social platforms, the new brand gives Fair Game a stronger, more unified presence to support its ongoing work in reshaping the future of football.