After working with the Luton Town Heritage Trust, 49th Floor were recommended to provide design support to the home sponsor of the club for the 2020-2021 season by Luton Town's own marketing team. Initially we produced pitch-side graphics & animated banner advertising, but as Covid-19 took hold and games were taking place without a crowd watching, it became clear that a strategy would be required to make the most of the sponsorship opportunity & communicate who JB Developments are and what they do, via less conventional means.

We created the 'Hatters Heroes' concept which aimed reward the most loyal fans by immortalising successful nominees as superheroes; appearing in the stadium as a cardboard cutouts, in programme advertising, internal comms and on social media, sharing key match moments as games progressed. A character framework was designed and implemented alongside more tactical advertising messages from JB.