IFK Göteborg
Hela Stadens Lag
Brand Platform
2019
Dragster Kommunikation
Client Services: Martin Johansson
Creative: Daniel Johansson
Defining the Role
IFK Göteborg is one of Sweden’s most established football clubs, with a strong connection to the city and the people in it.
We were brought in to help shape how the club communicates beyond matchdays, results and to define a more inclusive role in the city as a whole.
Hela Stadens Lag
At a time when other teams started carving out smaller parts of Gothenburg, we went the other way. Hela stadens lag became a simple way to say something that was already there — that the club is for the whole city, and everyone in it.
As I’ve been a lifelong supporter myself, this part felt obvious. It just hadn’t really been claimed in an official way.
Tifo by supporters 2024. Photo: Bildbyrån
Home jersey release by Craft 2025.
Extension of partnership platform 2024.
A Platform That Lives On
It started as a line, but quickly became something more.
It resonated with both the club and its supporters, and has continued to be built on over time. It’s been used across jersey launches, supporter tifos and even songs. In the end, that relationship between the club and its supporters is what matters most.
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