Common Goal
- Brand Identity
Capturing the life and soul of the beautiful game in a new position and identity for the world's leading football-focused NGO.
Common Goal is a global network with more than 30 years of football-for-good experience, leveraging the sport’s unique cultural and financial influence to create a more just and equitable world. Its newly created vision is an even playing field for all, achieved by connecting the cultural and financial influence of the football industry with local organisations dismantling inequality and building a better future for all.
We were asked to help them unite and strengthen their ever-growing community with a new brand narrative and a visual identity that would support and elevate their next steps.
The brand narrative and identity we developed aimed to balance an inclusive and celebratory humanity with the energetic, edgy language of football. A defiant, characterful font inspired by protest posters was combined with a joyful colour palette and a hand-drawn logo that inspired the supporting iconography. The new identity is designed for everyone to share and enjoy. We wanted to highlight Common Goal not only as an influential football-focused network but as an engaged and relevant brand.