A Strategy for all of Norwegian Football

At Nonspace we were tasked to design, develop and launch a new strategy platform for Norges Fotballforbund (NFF) 2025-2030. Transforming how Norwegian football’s future is communicated, from grassroots participation to the elite level.

More than a document, the NFF strategy is a game-changing interactive digital experience accessible, inspiring, and actionable for all.

“Football is a force that can help shape our society positively”, Football President Lise Klaveness, Federal Assembly, Ullevaal Stadium 1st March 2025.

The strategy was driven by NFF’s leadership, headed by President Lise Klaveness and CEO Karl-Petter Løken, whose vision ensured its inclusivity and innovation.

The strategy had an ambitious and unique process led by NFF’s Head of Strategy, Sissel Gynnild Hartley. Facilitating over 2,000 voices across Norway, contributing to shaping the strategy, ensuring it is one of the most inclusive in European football.

Club leadership, players, coaches, supporters and officials helped define priorities, making it a strategy that strengthens football at every level and positions Norway as a leader in the European and global game.

With collaboration as core, our process began working at Ullevaal Stadium with NFF’s brand, sponsorship, digital, communications, and strategy leadership team.

Shaping a new approach for the NFF brand and communication for Norway’s football strategy, reflecting the federation’s ambitions to connect with players, coaches, supporters, and stakeholders.

Bringing the nation’s football strategy to life, we developed a complete brand and communication system, including:

Brand Design Extension:
Expanding and refining NFF’s visual identity while respecting its heritage.

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

Motion Graphics:
Bringing energy and emotions into the storytelling behind the strategy. In order to introduce and build engagement for the strategy, we created two films. The first which is an energetic and emotional storytelling piece to capture the state of football anno 2025. We wrote a script, utilising archive material and the overarching topics from the strategy, in order to tell the story of Norwegian football, past and current.

The second film is an informative highlight-reel describing the strategy in a brief manner.

UX Development:
Making the strategy interactive and engaging for the audience. Creating a visually cohesive library of components for the website and build interactivity to enrich the web experience.

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

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

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

We have ensured and 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 for all NFF members, from volunteers, supporters, players, referees, employees, and leaders across Norway.

We wanted to create a flexible system, reflecting the football game by letting the identity components ‘play the field/space’, aka the format we are communicating on. The main components are flexible to move around, creating formations through their positioning that allow us to fill the space with communication layers. The identity needed to be playful, flexible, and scalable. The identity is bold, reflecting the Norwegian national colours but with a slightly more contemporary take. A trio of typefaces allows us to speak in different volumes.

The image frames and formats reflect our way of capturing moments and sharing them in 2025 - through the phone, allowing us to use all types of clips available for us from the Norwegian public - from the north to the 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: brilliant 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.