"We tell human stories and bring them to life" (Stuart Watson, Premier League brand, DesignStudio)

"The Premier League weren't looking for someone who could fabricate a glossy image of what they could be, they were looking to tell their own story without a sponsor, it was our role to communicate these stories. We're very good at capturing real stories, authentic stories, real things that happen in a brand’s world and telling them in compelling ways," said Paul Stafford on 16/02/2016.

Paul Stafford is the chief executive and founding partner of DesignStudio, the company behind the Premier League's new sponsor-free rebranding exercise that was launched on 09/02/2016. Stafford explained the rationale behind the League's new lion logo and the associated marketing campaigns DesignStudio has created.

"There was an overwhelming response from the fans that we talked to, from the companies working with the Premier League, from the broadcasters: the lion had to stay. We just needed to reappraise it and make it work in this modern world," added Stafford in an exclusive interview he gave, along with DesignStudio's executive creative director, Stuart Watson, to News Tank Football.

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