DixonBaxi team up with Perfect Play to reboot football training.

Powered by the elite coaching at Chelsea’s academy, Perfect Play is leading a new wave of AR football training apps. We created a brand that balances this technical expertise with the simple joy of playing football. The result is a slick but accessible digital experience that motivates young footballers of all abilities to level up their game.

A new identity that opens up elite coaching for all.

Developed with and used by the Chelsea FC Academy, the app provides access to professional standard, world-class coaching for all. For the first time, footballers of any ability can undertake training designed by the same coaching team behind top Chelsea players including Mason Mount, Tammy Abraham, Ruben Loftus-Cheek, Fikayo Tomori, Reece James and Callum Hudson-Odoi.

A brand for the next generation of footballers, that love training and taking it seriously.

We crafted a kinetic brand system that is integrated through brand, product and marketing in a way that aids and kick starts training, levelling up and tracking your progress.

Dynamic and graphic, the ‘Trace’ is the foundation of the expressive brand language.

The Trace captures the agility and movement of the player or ball, becoming a clear demonstration and dynamic intro to each of the training activities.

Sleek, premium yet accessible.

Central to the brand and experience, the Trace is a distinct visual signature that adapts and evolves across every touchpoint.

‘Perfect Play truly is unique, allowing kids across the globe to access professional-level coaching developed by one of the best academies in the world.’

Christian Pulisic commenting at the launch of Perfect Play