A Strategy for All of Norwegian Football

Nonspace was tasked with designing, developing and launching a new platform for the Norwegian Football Federation's (NFF) 2025–2030 strategy. A platform that challenges how the future of Norwegian football is communicated, from grassroots to elite level.

The NFF strategy is more than a plan in a static document. It has become a digital experience that makes the strategy accessible, engaging and actionable for everyone passionate about Norwegian football.

“Football is a force that can help shape our society in a positive direction,” said Football President Lise Klaveness at the Federal Assembly, Ullevaal Stadium, 1 March 2025.

The strategy work was driven by NFF's leadership, headed by Football President Lise Klaveness and CEO Karl-Petter Løken. With an inclusive and innovative approach, the ambition was to root the future of Norwegian football in the entire football community.

The process was both ambitious and unique, led by NFF's Head of Strategy, Sissel Gynnild Hartley. More than 2,000 voices from across Norway contributed to shaping the strategy, making it one of the most inclusive strategy processes in European football.

Club leaders, players, coaches and referees played a key role in defining the priorities, and together they created a strategy that strengthens football at every level. The goal is to develop the sport in Norway and position the country as a leading voice in European and international football.

With collaboration as a core value, we began the process at Ullevaal Stadium together with NFF's brand, sponsorship, digital development, communications and strategy team.

Our ambition was to create a new approach to NFF's brand and communication. A strategy that reflects the federation's vision of engaging players, coaches, supporters and decision-makers, and unites Norwegian football in a shared direction for the future.

To bring the strategy to life, we developed a complete brand and communication system, including:

Brand Extension: Developing and refining NFF's visual identity while respecting the existing identity.

Strategic Communication Framework: Clear, consistent messaging across all channels.

Motion Graphics: Bringing energy and emotion into the storytelling behind the strategy. To introduce the strategy and build engagement, we created two films. The first is an energetic, emotional storytelling piece capturing the state of football in 2025. We wrote a script using archive material and the overarching themes of the strategy to tell the story of Norwegian football, past and present.

The second film is an informative highlight reel that summarises the strategy.

UX Design: Making the strategy interactive and engaging. We created a visually cohesive library of components for the website and built interactivity to enrich the web experience.

Copywriting in Norwegian and English, and Film Production: Capturing the passion and impact of Norwegian football.

Web Development and Digital Strategy Platform: Built on our tech stack with Sanity's headless CMS and our Reporter product, Brandspace®, creating a seamless, dynamic platform at strategi.fotball.no.

Social Media Assets and Presentations: Ensuring broad reach and engagement.

We implemented a consistent and clear tone of voice throughout the strategy document, focusing on accessibility, diversity and plain language. The strategy should be read, understood and anchored by all NFF members, from volunteers, supporters, players and referees to employees and leaders across Norway.

We wanted to create a dynamic, flexible system that reflects the game of football by letting the identity elements “play the field”, adapting to the format we communicate in. The core elements can move, creating formations through their positioning, which lets us fill the space with layers of communication. The identity needed to be playful, flexible and scalable. It is bold and builds on the Norwegian national colours, but with a contemporary twist. A trio of typefaces lets us speak with different moods and levels of intensity.

The image crops and formats reflect how we capture and share moments in 2025: through the phone. This lets us use a wide range of clips from the Norwegian public, from north to south.

The 2025–2030 strategy was adopted at the NFF Federal Assembly on 1–2 March 2025, after a process that gathered more than 2,000 voices from across Norway. The digital platform at strategi.fotball.no makes the strategy accessible to clubs, players, coaches, referees and supporters, from grassroots to elite level.

“We had ambitious goals for this strategy process and needed a strategic agency that could help bring it to life, from design and video production to a digital platform and compelling storytelling. Nonspace was a brilliant partner: skilled people, great to work with, always challenging our thinking, and ultimately delivering exactly what we needed,” says Sissel Gynnild Hartley, Head of Strategy at NFF.