"We have to value identity… being clear about who we are and what we are and how we are going to play is very important."
Those were the words of Kevin Thelwell following his appointment as Everton's director of football earlier this year. Recruitment mattered, he went on to say - but so did developing young talent and creating a culture and shared vision for all those working to take the club forward.
His priority is the creation of a support network that enables Frank Lampard to get the best out of his squad and in the months since his arrival Thelwell has set about overhauling the setup at Finch Farm. As work continues ahead of the new season his influence - along with that of Lampard, who he gets on well with, is becoming increasingly clear.
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Thelwell arrived in February after two years working in the US as head of sport with New York Red Bulls. Before that move to the States he gained a glowing reputation through his work at Wolverhampton Wanderers - first as head of football development and recruitment and then as sporting director as the club rose from League One to European qualification.
He was appointed just weeks after Lampard and the pair's long-term task of securing progress at Everton was quickly engulfed by the immediate necessity of protecting the Blues' Premier League status. That was achieved with Dominic Calvert-Lewin's memorable diving header against Crystal Palace in the penultimate game of the season, sparking scenes few Blues will forget.
While the relegation battle highlighted the difficulties faced by Everton, the manner of the survival - in which supporters united with passion to rally around the players - has offered a positive foundation on which to start building towards the future.
Acknowledging the importance of the relationship between the club and fans, Thelwell said recently: "We all appreciate we're in a difficult moment and the past seven or eight weeks weren't easy for anybody - but we're very hopeful for the future. We've got a very strong manager in Frank, who I think has done a very good job, along with his coaching team. They've done a fantastic job to not only get the result we need but also to start to unite the football club again. So, it feels like the future could be very bright."
Preparations for that brighter future were undermined by Everton's flirtation with relegation. While recruitment plans were drawn up, the uncertainty over the club's survival prevented officials from getting a head start on the summer.
Lampard was always clear he was planning ahead though and dropped significant hints he hoped to develop a more progressive style of play than the pragmatic approach of the final weeks in which an Everton side savaged by injuries fought against the drop. The Blues boss re-iterated that this week as he revealed he thinks about the identity of the team he wants to create "every day".
He added: “Because of our situation at the end of the season, the now was so important and consumed a lot of time. But you learn a lot about the players every day. You see how you want to tweak the team and get where you want to be - to what would feel a team I love seeing and coaching, a team the fans love seeing, which is so important. We are a unique club and I have to understand what the fans want and give them at least the basics of that, because those core demands are the same as mine."
Both Thelwell and Lampard are operating against the backdrop of financial constraints due to Premier League's profit and sustainability regulations. Everton's proximity to limits after three years of losses totalling more than £370m continue to restrict the club in the transfer market and provided the backdrop to the sale of star player Richarlison to Tottenham Hotspur in a £60m package agreed last week.
The club believes there is some room to spend money though and is currently monitoring developments in connection with a number of players including Chelsea striker Armando Broja. Morgan Gibbs-White, of Wolves, is also reportedly on the Blues' radar. Both fit the profile of player Everton would like to pursue - young, hungry talent that could grow with the club.
However, the need to stabilise after last season is also informing decisions and proven players who genuinely strengthen the squad will be considered. James Tarkowski, Lampard's first signing of the summer window, offered an opportunity to improve Everton in a key position after centre back injuries blighted last season. Talks have also been held with Jesse Lingard following the conclusion of his Manchester United career. Harry Winks has been considered though interest in the Spurs player has cooled.
Lampard said this week: “It is vital to get that [recruitment] right. It will be a big challenge for me and the club… to make sure we go in the right direction, because it is clear we don’t want to be fighting relegation and recruitment will be a big part of that."
Everton remain open to inquiries for a number of contracted stars but there is a sense that next summer's transfer window may provide the best opportunity to overhaul the squad as several more deals come to an end.
While transfer speculation will dominate the coming weeks, Thelwell continues to oversee changes in the football operation at Finch Farm. Influenced partly by a strategic review launched late last year, he is in the process of creating a network of specialist roles designed to improve the whole operation - from the youth system to the first team. This includes roles dedicated to ensuring all age groups play the same style of football and to making sure the club's youngsters get the best opportunities to succeed when they go out on loan.
Explaining the importance of this recently, Thelwell said: " I've always worked on two pipelines. Performance - what we do today to really ensure what everybody sees is as strong as it possibly can be on the pitch; but also preparing for tomorrow and a pathway for young players. I think any top football club is built on that sort of foundation."
One of his first moves was to split the academy director and head coach roles held jointly by David Unsworth before he left to pursue his managerial ambitions in March. Last month Gareth Prosser was given the director role, Paul Tait made U21s boss and Leighton Baines given the job of heading the U18s. Previously, Kevin Nicholson was appointed coach educator and then last week John Ebbrell became player development senior coach.
Ebbrell will work closely alongside Prosser with the aim of preparing players for the step up from academy to U21 football and then the first team. The search is on to appoint a new head of academy coaching, a player development lead coach, loan pathways manager and head of performance analysis and insights.
Thelwell has not just overseen the signing of technical staff. Highlighting his commitment to developing the club's young talent he has secured the services of several prospects including Lewis Warrington, Mathew Mallon and Mackenzie Hunt.
When he arrived, Thelwell said: “Everton has a fantastic tradition of developing its own players. It is so important because they understand the fabric of the club. Providing opportunities for young players to progress into the first team is part of the identity of Everton. When recruiting, the first thing to do is look internally. Those players understand what it means to play for Everton and often deliver a far stronger output.”
That thought process was best outlined by the stand out season enjoyed by Anthony Gordon following his assent to the first team last year. Everton are intent on keeping hold of the 21-year-old amid interest from Spurs and Newcastle United.
For Thelwell, youth and vision appeared to be among the priorities when he joined Everton. Just over four months on, swathes of the club are being moulded under his influence and, while it may be some time before the results can be judged, it is clear that, with Lampard, he has a strategy underpinning his efforts to take Everton's footballing identity forward - something badly needed after recent disappointment.
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