Brand Identity & Campaign
Bath Rugby Foundation

Who

Bath Rugby Foundation is the only UK charity deeply connected to a premiership rugby team and its army of fiercely loyal fans. Providing vulnerable children and young people in Bath and the surrounding areas with the emotional, practical and physical support they desperately need. Reigniting confidence and self-worth and giving them the life skills and opportunities to move onwards and upwards in the world.

What

We created a new identity for the charity based around a B logo that reflects the mentorship and coaching that BRF offers young people. And for the launch of the new brand at their Foundation Day, we devised a powerful copy-based campaign around the line ‘Lose the Labels’. Peeling away negative words to reveal the true potential and positivity below. Smashing their fund-raising targets on the day and continuing to raise much needed awareness and funds through an ongoing social media campaign.