Taking Action
Sports events portfolio redesign
I was asked by the Action for Children sports events team to update the design of their portfolio of events assets, central to this would be the redesign of the running vests. The new look should appeal to runners, stand out from the crowd, and represent the vibrant feel we want for our sports participants.
The current vests used the secondary brand colour yellow (to be more recognisable in a crowd) but it lacked depth and felt disconnected to our brand. Similarly, the banner and flags were in yellow with the strapline "Safe and happy childhood" which felt too placid for a sporting event.
I recommended we base the portfolio redesign on our new brand proposition "Driven by love, we take Action for Children" as this closely aligned with the participation of our events. Creating a copy showing a deeper dive into how our runners are driven by love.
Driven by love also became the visual theme of the running vests. With a “Heartbeat” design resonating from our logo. The heartbeats given the vest a more distinctive design while adding more red to the more yellow design.
The banners were also designed using the Driven by love theme.
The vest was debuted at the London Marathon which saw fifty-five runners come from across the country to run for Action for Children raising over £100k, a record amount for the charity.
