Alan Shearer Foundation launches new rebrand

Cargo celebrates Shearer style as we reveal and launch the new look and design for the Alan Shearer Foundation.

The Alan Shearer Foundation has revealed a bold new brand identity, created in partnership with Cargo. The rebrand marks a major step forward for the charity as it looks to grow awareness, reach new supporters, and raise the vital funds needed to support people with complex disabilities across the North East.

Inspired by Alan Shearer’s iconic raised arm goal celebration and brought to life through the message ‘Raise Your Hand to Help’, the rebrand is designed to amplify the Foundation’s voice and highlight the life-changing work which takes place at the Alan Shearer Centre. Located in Newcastle, the Centre is a specialist, fully accessible facility run by St. Cuthbert’s Care and provides free sensory, leisure and social experiences to children and adults with profound disabilities and acute needs.

The new identity includes a complete overhaul of the Foundation’s visual design, messaging, website and campaign materials. It has been carefully developed with accessibility, flexibility and inclusivity in mind, ensuring the Foundation can connect with a wide range of audiences, from families and local fundraisers to national partners and corporate supporters.

Working with a local agency like Cargo was really important to us. They understood the challenge straight away and completely nailed what we were trying to achieve. The new brand doesn’t just look the part, it gives us a stronger voice and the confidence to step things up.

The rebrand arrives at a pivotal moment for the Foundation. Recently, it was announced that the Foundation had reached a £7 million milestone in total fundraising since 2006, the year when Shearer donated over £1 million from his testimonial match to a range of good causes, including £250,000 towards the building costs of what would become the Alan Shearer Centre.

Since then, Shearer has committed to raising the full running costs of the Centre every year, a figure that has grown from £250,000 to £320,000 annually to ensure services remain completely free of charge to the 5,000 members and families who rely on them.

While the new design nods to Shearer’s footballing roots, the brand itself is focused firmly on the Foundation’s wider community mission. It is structured across three core tiers to support everything from grassroots fundraising and local campaigns to tailored materials for schools and supporters, through to premium event branding for flagship occasions like the Foundation’s annual Golf Day and Charity Ball.

When I first got involved in this, I knew it would be special, but I never imagined just how many lives the Centre would go on to chang. The people who use it, the families and the staff, they inspire everything we do. This rebrand isn’t just a new look. It is our way of making sure the Foundation keeps growing, keeps reaching more people, and keeps delivering the kind of support that makes a real difference.

For the Cargo team, the project also carried a deep personal connection. Designer Corey Stimpson, a lifelong Newcastle fan who once worked in the club shop at St James’ Park, described the experience as a career highlight, a sentiment shared across the team.

Collaborating to rebrand the Alan Shearer Foundation is the latest example of our commitment to using design to create meaningful connections and lasting impact at Cargo. Founded and based in the North East, but working with local, national and international clients, we are proud to support organisations that make a real difference in their communities and beyond.