Never thought I'd see my team on HN but I really love the changes Arsenal has done. I remember only 10 years ago, we were super corporate and quite trend chasing (with our captain Aubameyang et al. doing reaction videos and sweg sweg) and you could really tell the messaging was supposed to be sanitised and generic. I noticed esp. when Arteta got in, we started to actually have an identity of our own with the typefaces and a brand new song and all the focus on our history etc.