Alan Shearer Foundation

Raise your hand to help

Established in 2012, the Alan Shearer Foundation supports the work of the Alan Shearer Centre, which provides free and inclusive facilities for more than 5,000 families across the North East. In 2024, we were appointed to rebrand the charity, creating a new identity inspired by Shearer’s iconic raised-arm celebration and the message Raise Your Hand to Help. The refreshed visuals, messaging, website, and campaign materials put accessibility and inclusivity at the heart of the brand, creating a bold and welcoming presence that connects with families, fundraisers, and supporters across the country.

“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. I am proud of what we have achieved, but we are not done yet.”

Alan Shearer

Shaping every interaction

We created a comprehensive framework to shape how the Foundation communicates across every touchpoint. Rather than just rules, it provides guidance on using the logo, typography, colours, and imagery in a way that feels natural and consistent. Alongside templates and visual examples, it helps the team bring the brand to life in campaigns, events, and day-to-day communications, ensuring everything feels approachable and instantly recognisable to families, fundraisers, and supporters.

An identity that connects

The new identity brings a complete refresh of the Foundation’s visuals, messaging, website, and campaign materials. Designed with accessibility, flexibility, and inclusivity at its core, it allows the Foundation to connect effectively with a wide range of audiences, from families and local fundraisers to national partners and corporate supporters.

A digital hub that inspires

The Foundation’s website has been transformed into an engaging online hub that brings the Centre and its work to life. It shares stories, celebrates achievements, and highlights the positive difference the Foundation makes for families and the wider community. The platform also provides an inviting space for supporters to explore, get involved, and contribute, making it easy to donate and play an active role in helping the Foundation continue its vital work.

“We’ve always had heart and purpose, but we knew we needed a brand that pulled everything together. Something that could help us reach new supporters, appeal to businesses, and properly showcase everything we do. 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.”

Matt Bowmaker

Foundation Lead at Alan Shearer Foundation

Promoting flagship events

We developed a design system that adapts the Foundation’s brand across different tiers of activity. For flagship events like the Annual Ball and Golf Day, the identity is applied in a more stripped-back, elegant way, with refined visuals and layouts. Subtle elements from the core brand tie everything together, creating a sense of cohesion while giving each event its own character. The approach ensures attendees experience a polished, memorable environment that reflects the prestige and purpose of the occasion.