There were some key considerations when looking at the rebrand for the foundation. The identity wasn’t all about football and the success of Alan Shearer as a player, or directly promoting the Centre itself. It was about positioning the foundation as an accessible and inclusive charity, allowing them to promote their work across a range of channels and situational experiences, to inturn help raise vital funds to cover the running costs of the Centre – a figure that has grown from £250,000 to £320,000 annually.
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Established in 2012, the Alan Shearer Foundation (ASF) was created to support the vital work of the Alan Shearer Centre – a specialist facility operated by regional charity St. Cuthbert’s Care. The Centre is a unique facility supporting families across the North East, providing a safe and inclusive environment for more than 5,000 members with diverse abilities and needs.
The Foundation plays a fundamental role in ensuring that members have access to a full range of facilities at the Centre, completely free of charge. The Activity Centre offers sensory rooms, a hydrotherapy pool, music and relaxation therapy sessions, seasonal events, outdoor spaces, and free nutritious meals to support those affected by the rising cost of living.
We were approached to discuss a rebrand for the Foundation mid-way through 2024, with the challenge to update a full identity to better promote and position the Foundation with a framework of assets that work coherently across both print and digital. After hearing about the amazing work delivered at the Centre and discussing the various ideas and vision we had for the project, we were thrilled to be appointed as the agency to help create a fresh identity and brand toolkit.
"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."
Whilst not solely focusing around football, but ensuring the brand was recognisable, we wanted to incorporate Shearer’s iconic goal celebration and invite audiences to ‘raise your hand to help’, a key message which has now become the heart of the Foundation. With subliminal throwbacks to Shearer’s career throughout the identity, we created a playful but corporate approach to the brand, one which resonates with the work of the Centre – approachable, friendly and inclusive.
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.
A soft launch received a positive reception at last year’s Great North Run and again at October’s Charity Golf Day. However, it was at March’s annual Ball where the updated website launched alongside a full range of motion graphics proudly displayed across a 21m wide, 4m high digital wall that entertained the 400-strong audience throughout the night.
"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. Cargo understood the challenge straight away and completely nailed what we were trying to achieve."
Our work with the Foundation continues beyond the rebrand through a range of plans to come in the near future, but we are proud to have played a significant part in helping Alan and the rest of the team reach the milestone of raising £7m since the Centre launched in 2006.
The brand is now structured across three core tiers to support everything from tailored materials for grassroots fundraising and local campaigns, through to premium event branding for flagship occasions like the Foundation’s annual Golf Day and Charity Ball.
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