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We Are Imps!

Many of the team at Optima are enthusiastic Lincoln City Football Club supporters, and we were thrilled that our long-standing client, Branston, renewed their partnership as shirt sponsor of the club for a second season in 2023-24.

Ahead of the start of the new football season, Branston commissioned us to enhance the “Legends Lounge”, a hospitality suite at the ground. The goal was to create a more vibrant and engaging space for supporters to enjoy on matchdays and enhance the fan experience at the stadium.


The Legends Lounge is already a popular stadium area, which had an extensive refit last year, including installing a display celebrating the club’s history, introducing a new bar area, upgraded seating, and additional TV displays. Our aim was to make the space even more inviting and memorable for fans. We also wanted to incorporate the club’s history and identity into the design while ensuring the area was functional and practical.


Optima’s creative team went to work to infuse the Legends Lounge with even more energy and identity. We recognised the importance of creating a space that resonated deeply with the devoted Lincoln City fanbase. We visualised the internal spaces and external signage areas with impactful graphics, prominently featuring the popular supporter slogan, “We are Imps.” and the iconic Imp character. These elements created a visual centrepiece to tie together the Legends Lounge’s theme. 

One of our key objectives was to provide fans with opportunities to commemorate their visits and special events at the Legends Lounge. We strategically incorporated dedicated areas for selfies and fan-player interactions to achieve this. These spaces allowed fans to create lasting memories and engage more deeply with the Lincoln City Football Club brand.

Embracing the Imp Theme

The “Imp” is not just a mascot; it’s a symbol of the club’s rich history and tradition. Optima ensured this iconic Imp theme was prominently represented throughout the Legends Lounge. From subtle nods in the décor to more explicit visual elements, we ensured that the club’s heritage was celebrated in style.


Through our partnership with Branston and Lincoln City Football Club, we succeeded in elevating the fan experience within this cherished hospitality suite. By infusing energy, commemorating the club’s history, and embracing the Imp identity, we’ve created a space that genuinely resonates with fans, reinforcing the sense of community and passion that defines Lincoln City Football Club.

Optima, take pride in the role as not only a design agency but also a passionate supporter of our clients and their endeavours. We look forward to seeing fans enjoy the enhanced Legends Lounge during the 2023-24 season and beyond as Lincoln City push for more success this season.