The Challenge

The Kick It Out campaign works within the football, educational and community sectors to challenge discrimination and work for positive change. The campaign is supported and funded by football’s governing bodies, including the Professional Footballers’ Association, the Premier League and the Football Association.

As an NGO campaign, Kick It Out has multiple stakeholders which it needs to communicate with on a frequent basis. As such, its brand needs the flexibility to change the tone of its visual language to suit different touchpoints and audiences, from official press statements right through to educational materials for children.

The Solution

We have worked with Kick It Out extensively over the past two years to evolve, redefine and solidify its brand identity. The work we’ve undertaken spans print, digital, social media, one-off campaign identity and large format materials.

Since its rebranding in early 2014, our work with Kick It Out has been to develop a set of visual guidelines that allow the organisation’s collateral to be perceived as part of a cohesive family but without being so constricting as to compromise the individuality of each deliverable.

In 2014 we undertook a multi-platform advertising campaign to promote Kick It Out’s reporting app. The advertising featured animations, which were shown on football stadium LED boards, print adverts in Football League programmes, and social media graphics. We also undertook a brand identity project to create a look and feel for ‘Fans for Diversity’, a joint initiative between Kick It Out and the Football Supporters’ Federation.

Ave Design understand the Kick It Out brand and consistently find fresh and innovative ways of promoting our key messages via a wide range of communication mediums. They always deliver high-quality work on time and cater for our budget requirements accordingly.

Richard Bates

Head of Media and Communication, Kick It Out

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