Street League
Stakeholder management
Logos
Visual identity system
Brand architecture
Content development
Challenge
Street League is the UK’s leading sport for employment charity working to see an end to youth unemployment. Their award-winning programmes have supported 5,851 young people into work across 14 regions since 2010.
The charity started with football, the nation’s favourite game, to tackle one of the nation’s biggest problems through its ability to teach teamwork, leadership, discipline, and communication – skills beneficial on the pitch but also essential for the world of work. Football was male dominated, so in order to increase its social impact and to encourage more female participants, Street League introduced Dance-Fit and was building a pipeline of other sports and activities to further its appeal.
Our challenge was to take the organisation into its next phase of growth with a more inclusive identity that allowed for the seamless addition of new sports, whilst developing a brand strategy with the stretch to attract 16-24 year olds as well as corporate partners, funding bodies and government.
Solution
We developed a new identity, mixing the world of school badges with sports clubs. The stripes within the shield build on the language of sport and when supersized, they form the basis of a bold visual style that is modern, youthful and vibrant. The new logo now transcends both sport and gender. And, as the charity continues to grow, we’ve developed a system to ensure it can accommodate every activity they introduce.
We also developed an Academy logo to give some added prestige to the educational part of the programme that participants are invited onto.
The brand was built on the simple truth: “If you don’t step forward, you’ll always be in the same place.” This new sentiment highlighted the powerful role Street League plays in tackling the socio-economic barriers youngsters face and encourages them to take the first step to positively change the long-term impact unemployment can have on their physical and mental wellbeing. This idea is expressed through the shorthand phrase, Game changing. It echoes the holistic experience and outcomes Street League delivers. It captures their belief in the power of sport to be a catalyst for change. And it speaks to the transformational effect they have on young people’s lives.
