Bahrain-based Vahid Associates Brand Futurists is developing a new identity package for the Jordan Football Association (JFA), as part of the current  re-structuring program undertaken by the sports body.

The JFA, established in 1949 as the national non-governmental body of football in Jordan, oversees the national football team as well as all national and international football activities.

Vahid Mehrinfar, executive principal and chief brand futurist of Vahid Associates was specially invited by the JFA to present his culturing and image consolidation approach that is geared to assisting in elevating the status of football in Jordan in cooperation with Midrar Sports, the Amman-based sports consultancy.

“Institutions like JFA can be important tools for national branding which contribute to nation-building. The culture they impart to young athletes will eventually filter onto the streets of Amman. We presented a strategy that went beyond the predictable visual expressions and one that sought to generate a systematic sense of pride about the association and the country,” said Vahid.

“Vahid has managed to project JFA’s true future calling – to bring about a positive change, be a brand that the nation can be proud of, and most importantly, to become an independent identity, which while linked to the national ethos, also serves the commercial aspirations of the association, thus nurturing the nation’s emotions through quality football,” added Al Sharif Mohammed Alluhaymaq, vice president of the JFA.-TradeArabia News Service