Services
Branding
Motion
Art Direction
The Tension
Kick It Out reminded people that discrimination was still rife, meaning engagement felt like duty, not belief. It had also unfairly been labelled “just a t-shirt”, suggesting they weren't taking meaningful action.
PREVIOUS BRAND
The Strategy
From reactive organisation to proactive changemakers
The strategic shift: don't just police bad behaviour, start building toward a world where anti-discrimination charities no longer need to exist. Joy and relief over guilt and weight. And show the world the action we're taking.
The Idea
Fill the 'IT' with meaning
IT is everything Kick It Out stands against.
Racism. Sexism. Misogyny. Disablism. A dynamic verbal and visual axis that charges every headline, every application, every campaign. We won't stop until IT stops.
The Brand System
A logo built for the terraces, not the boardroom
Inspired by club badges and football geometry, the mark is deliberately imperfect. Community-made in feel, strong enough to sit alongside Premier League clubs and grassroots pitches alike.
The Brand System
A typeface that carries the same energy
as the logo
Angular, hand-made in feel, directly informed by the mark. When IT appears in copy, it activates. Visible, charged, and impossible to ignore.
The Brand System
A colour system designed for
collaboration
The brand flexes by taking on the colours of its partners – clubs, governing bodies, schools, brands – without losing its distinctiveness. A platform others can stand on.
The Brand System
Photography rooted in empowerment,
not confrontation
The art direction reaches for unity and presence. Athletes and communities defined by what they're fighting for. Documentary in feel, human over performative, hope over warning.
Out In The World
Tools to tackle IT, at every level of sport
From grassroots pitches to Premier League boardrooms, the system gives communities and clubs the means to make change themselves. Collaboration built into the brand architecture from day one.
Out In The World
A launch film to make people feel it
Directed by Glenn Kitson, voiced by Lianne Sanderson. Not a public servive announcement, but a rallying cry. The emotional embodiment of the brand repositioning.
Credits – Brand Identity
Creative Director:
Alex Haley
Design Directors:
George Lewin
Sean Clarke
Designers:
Binod Tamang
Emily Brown
Celt Iwan
Sonia Figueiredo Dos Santos
Huss Rashid
Ogo Okpue
Savio Borges Palmerston
Digital:
Daisoo Lee
Artwork:
Thomas Stockwell
Matthew Heaps
Executive Producer:
Elizabeth Arnott
Producers:
Adrienne Connell
Simon Downie
Copywriter:
Paul Ewen
Strategist:
Dalonie Graham
Archive Imagery Researcher:
Tom Roberts
Photographer:
Jane Stockdale
Credits – Film
Director:
Glenn Kitson
Lead Creative:
George Lewin
Creative Director:
Alex Haley
EP:
Elizabeth Arnott
Producer:
Adrienne Connell
Assistant Producer:
Teresa Ascencao
DoP: Courtney Bennet
Voiceover:
Lianne Sanderson
Offline Edit:
Pete Fullarton & Kev Reilly at Search Party
Online & GFX:
Lauren Oldfield at Untold Studios
Music & sound:
Killer Crab Men
Styling/wardrobe:
Coco Mell
1st AC:
Oliver Bingham
1st AD:
Clara Paris
Gaffer:
Jamie Hitchens
Drone:
Stem Studios
Photography:
Jane Stockdale
Script:
Paul Ewen
Talent:
Sport & Motion
Zebedee Talent
Rhyce Ramsden
Reuben Adanke
Jeremy Ford
Art Department:
Syd Harmony
Sibel Kaya
Services
Branding
Motion
Art Direction
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