Clube Futebol Benfica, widely known as Fofó, is a local football club in Lisbon. Founded almost 90 years ago, in 1933, the origins of the club can be traced back to 1895. It is an historic club with devoted fans. It’s biggest success in recent years has come with the women’s football team. It is home to various other sports, such as karate, field hockey, figure skating, tai-chi, and others. The club takes pride in its role in young athlete’s lives, educating and shaping them for the future in their formative years. It has agreements and protocols with the city council and social workers, to welcome young people at risk from the surrounding social housing neighborhoods. This developed a social and solidary side, making it much more than a football club. The club currently competes in the second tier of women’s football, and the fifth tier of men’s football in Portugal. The football club has recognized the need for a rebrand for several reasons. Firstly, their current communication strategies have become incohesive, leading to a fragmented representation of the club’s culture. With the recent change in the board, there is a desire to better align the club’s image with their vision for the future.