Pro Ref
Working with one of the most scrutinised organisations in world sport to redefine its purpose, reshape public perception and build a brand fit for the future of football officiating in England and Wales.
Over two years, we partnered with the organisation, the Premier League, The FA, the EFL and WSL Football to create a strategic direction capable of uniting multiple stakeholders behind a shared ambition. The result is a brand that brings greater clarity, confidence and cohesion to professional refereeing, whilst creating a platform for its future.
THE CHALLENGE>
For more than two decades, PGMOL had quietly overseen professional match officiating across England. Yet while the organisation played a vital role in the game, its public identity had failed to evolve alongside football itself.
Supporters knew the decisions, but rarely understood the people, systems or standards behind them. Potential referees saw criticism more readily than opportunity. Meanwhile, the organisation itself had grown into something far broader than many realised, leading performance, technology, education and talent development across every level of the professional game.
The ambition wasn’t simply to refresh the brand. It was to create an organisation capable of attracting future generations, building greater public understanding and providing a single strategic platform for professional refereeing over the next decade.
Adding further complexity was the governance. Every decision needed to work not only for Pro Ref itself, but also for the Premier League, The FA, EFL and WSL, each with their own priorities, audiences and identities.
A new identity for a new era.
The transition from PGMOL to Pro Ref was about far more than simplifying a name. It signalled a shift from describing what the organisation was, to expressing what it exists to achieve.
Pro Ref delivers a clearer, more accessible and more human identity that better reflects the professionalism, expertise and commitment required to officiate at the highest level. Built around the platform “We Keep Football Moving”, the new brand helps explain the vital role match officials play in the game while creating a stronger foundation for recruitment, engagement and future growth.
The new identity is designed to be bold, recognisable and accessible across every touchpoint, from elite competitions and grassroots initiatives through to digital platforms, education programmes and media communications. Every element was developed to help modernise perceptions whilst remaining appropriately neutral across the competitions the organisation serves.
Helping change the conversation.
Perhaps the biggest success of the programme wasn’t visual. It was creating a narrative capable of shifting the conversation around professional refereeing itself.
Instead of defining officials purely by the decisions they make on a Saturday afternoon, the brand now communicates the preparation, professionalism, performance and purpose that sits behind every match.
By making the organisation more understandable, more visible and more human, Pro Ref is better positioned to earn trust, inspire future officials and support the long-term health of the game.
Digital communications designed around transparency, information and recruitment.
Rather than acting purely as a corporate brochure, the new website was designed to achieve three organisational objectives simultaneously: increasing transparency around professional refereeing, showcasing the people behind the organisation and creating a stronger recruitment platform for aspiring match officials.
Information architecture was carefully planned to serve multiple audiences, from supporters seeking greater understanding to media, partners and young people considering a career in officiating.
Beyond the website, we developed a cohesive suite of digital communication templates spanning social media, presentations, keynote talks, events and video content. Together, these assets provide PRO REF with a flexible communications system that enables every story, campaign and announcement to be delivered with greater consistency, clarity and confidence, regardless of audience or channel.
THE OUTCOMES >
UNIFIED FOUR FUNDING PARTNERS BEHIND A SINGLE STRATEGIC DIRECTION.
REPOSITIONED ONE OF FOOTBALL’S MOST SCRUTINISED ORGANISATIONS FOR THE FUTURE.
CREATED A PLATFORM TO ATTRACT AND INSPIRE THE NEXT GENERATION OF OFFICIALS.
MODERNISED THE PUBLIC FACE OF PROFESSIONAL REFEREEING.
ESTABLISHED A CONSISTENT BRAND ACROSS EVERY COMMUNICATION TOUCHPOINT.
DELIVERED A FLEXIBLE IDENTITY BUILT TO SUPPORT LONG-TERM ORGANISATIONAL GROWTH.
"This was a complex piece of work involving multiple stakeholders, but Propellant helped us bring everyone together behind a clear strategic direction. They gave us a brand that genuinely reflects our ambition and provides a platform to communicate with greater confidence and clarity. Pro Ref isn’t simply a new identity. It’s the foundation for the future of football officiating."