Case Study
11 May 2025
Prelude
Quick Summary
Key Brand Facts
Founded: 1907
HQ: Venice, Italy
Owners: Duncan Niederauer (former NYSE CEO)
Industry: Football / Fashion / Cultural Branding
Signature Product: Home and Away kits + editorial photography
2022 Revenue Estimate: N/A (Privately held)
Website: veneziafc.it
Instagram: @veneziafc
Key Brand Metrics
Merchandise Revenue Growth: From €730,000 to €4 million annually.
International Sales: 95% of merchandise sold outside Italy.
E-commerce Performance: 10% increase in website traffic and orders post-Shopify integration.
CHAPTER 01: TALK WITH CLARITY
Brand & Reputation Management
Say what matters. Build trust. Be remembered.
The Issue: A club with inconsistent football performance but massive untapped potential.
The Shift: Refusing to compete on football alone—they rebranded through fashion, design, and cultural minimalism.
The Impact: Global fashion media coverage, streetwear collaborations, millions of organic impressions—and a loyal following beyond football. //
Challenge: Limited international recognition and financial instability.
Strategy: Leveraging Venice’s rich cultural heritage through strategic branding and fashion collaborations.
Outcome: Significant increase in merchandise revenue and global fan engagement.
KEY TAKEAWAYS
CHAPTER 02: BUILD FROM WITHIN
Company Culture & Internal Communication
Strengthen your team. Shape your culture.
CHAPTER 03: DESIGN THE EXPERIENCE
Customer Experience
Make your brand felt, not just seen.
CHAPTER 04: THINK BEYOND NOW
Strategy & Innovation
Make smart, original decisions for what comes next.
CHAPTER 05: GROW ON PURPOSE
Talent Development & Personal Growth
Develop the people behind the work — yourself included.
CHAPTER 06: WORK SMARTER, NOT LOUDER
Workflow & Performance Optimisation
Fix what’s broken. Optimise what works. Focus on what matters.
CHAPTER 07: SUSTAINABILITY & WASTE REDUCTION
WASTELAND
Cut the noise. Cut the waste. Focus on what matters.
CHAPTER 08: COMPETITIVE LANDSCAPE
Positioning & Category Strategy
The market is loud. They played a different tune.
CHAPTER 09: KEY TAKEAWAYS & LESSONS
Strategic Summary & Reflection
What founders, creatives, and strategists should remember.
