Taking too long? Close loading screen.
Soccer Aid for Unicef, the world’s biggest celebrity football match, was established with one core goal: to raise money for vulnerable children around the world.

In 2019, Soccer Aid for Unicef launched their first ever gala event for existing and potential donors with a particular focus on high-net-worth philanthropists, foundation ambassadors, corporates and high-profile supporters.

The challenge was to develop the Soccer Aid brand to appeal to a high-net-worth audience and, consequently, exploring how to apply sophistication to a traditionally fun and playful visual identity. As part of our pro bono collaboration, we wanted to establish with Unicef how the brand mark could hypothetically develop.

We didn’t want to shy away from the theme of football and what Soccer Aid currently represent. Instead, we looked at ways we could mould, refine and reshape the theme of football, all the while keeping our target audience in mind. Our first concept explored the theme of ‘play’, by using Unicef’s refreshed content pillars of ‘Let Children Play’, ‘The Big Play’ and ‘Play it Forward’ as inspiration, flexed with ‘play button’ iconography.

Construction of the proposed Soccer Aid logo.

A second concept was created around the theme of the globe combined with the iconography of a football, blending the idea that football is supporting children worldwide.

When it came to designing the collateral, we paired navy blue with kicks of cyan, one of Unicef’s primary colours, to create a sophisticated colour palette that would further appeal to the intended personas. We also incorporated some of the hard-hitting and striking imagery that Unicef had previously produced, further eliciting an emotional connection and alluding to the difference the programme makes.

Soccer Aid for Unicef gala programme

“Thanks again for so generously supporting with the Gala, it was a pleasure to work with you and the rest of the team at Within International.”

April Williams
Special Event Coordinator

The deliverables for this collaboration included key collateral that would be in the hands of the high-net-worth audience – namely their invite, booking form, ticket and their programme for the evening. All delivered emanating the quality and elegance required for this specific audience.

The Soccer Aid for Unicef Gala raised a phenomenal £440,000 and was eligible to have donations matched by the UK Government bringing the fundraising total to around £800,000. We’re looking forward to the event returning in 2020.

Your content goes here. Edit or remove this text inline or in the module Content settings. You can also style every aspect of this content in the module Design settings and even apply custom CSS to this text in the module Advanced settings.

You might also like

Power of childhood dreams. From being 6 to CEO.

Three letters can describe Ruxandra Radulescu’s position at Within International. But we would need many more to uncover the journey that brought...

Art of the state

ART OF THE STATE Art Start is a charity that uses the creative process to nurture the voices, hearts, and minds of youth from communities that have...

Graham Layton Trust

Graham Layton Trust The Graham Layton Trust’s mission is to treat curable blindness and visual impairment by high quality free eye surgery and...

The Dahlia project

THE DAHLIA PROJECT The Dahlia Project aims to end female genital mutilation (FGM) by creating safe spaces to support individuals and societies...

The Josh Carrick foundation

THE JOSH CARRICK FOUNDATION Josh Carrick died of testicular cancer in 2011 aged 23. His father, Steve Carrick founded the Josh Carrick Foundation....

Alzheimer’s society

ALZHEIMER'S SOCIETY Following the lives of Derek, a man with dementia, and his wife, Yvonne, who has survived cancer, A cure for Derek? highlights...

Within International AI (Actual Intelligence)

Original Thinkers. Proven Creators.https://vimeo.com/823525750?share=copyIn 2022, we started thinking about who we are. In 2023, we rebranded. Here...