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From inspirational to invincible – with the kick of a ball
Advantage is an amazing not-for-profit organisation that has reimagined how mental healthcare support works for young people within their community by facilitating it at their local football clubs.
By bringing the NHS and football clubs together, they are breaking down the stigma of support, enabling them to reach more people in an inspiring and motivating way, affecting real change within the communities they serve.
Styles+Partners partnered with Advantage to design a new visual identity, creating a new symbol that reflects their dynamic and visionary approach. The symbol is inspired by the tactical formation of a triangle, which is adopted within the beautiful game, enabling players to keep possession and organise play.
What we did
- Brand Audit
- Creative Workshop
- Visual Identity
- Art Direction
- Guidelines
- Rollout Creative Direction
Partners
- Animation – Studio Mondi
- Photography – Gabriel Larmour
The graphic system
Building out from the symbol's formation of triangles and the space contained within them, the entire visual language is formed. The system of graphics and colours reflects the youthful, vibrant communities that Advantage serves and the active sports influence at the centre of what they do.
Art Direction
Remembering that our client is a not-for-profit, the art direction is designed to maximise the value of each shoot. Zooming in to highlight subtle details and features that speak to the idea of one-to-one mentoring without literally having to always show faces helps make more shots usable from each shoot and doesn’t necessarily tie them to one football club.
Application
The application has been considered to make the system rollout as simple as possible for the client. This will minimise their costs and allow them to engage with one-off freelance designers to create applications as they go rather than engaging with agencies. Most applications are built in 3 layers using masks and simple effects to create dynamic communications that are easy to put together.
“I was nervous to go through such a big change for our organisation, having built up a strong recognition amongst our stakeholders with the old logo. I felt if we were to change our identity and feel that I needed to fully trust the vision knowing it would mean so much for our progress and to be able to take us to the next level.
From the first meeting with Ian and Corinne, I was put at ease with how sharp they were in getting us and what we are about, and they just cut through the noise to get to the core of who we are and where we are looking to go. I couldn’t be happier with what S+P has produced, and we’re excited to use this to launch our new brand and the next phase of our journey. We’ve had some big moments since we started, and this feels like another”.
Konrad Deckers Dowber, Managing Director, Advantage Mentoring