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Kit Us Out Marks 10th Year With New Visual Identity

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Design Bridge London redesigns international sports charity ahead of the Commonwealth Games

Kit Us Out Marks 10th Year With New Visual Identity

Coinciding with the start of the Commonwealth Games, beginning in Birmingham, today, the 28th of July 2022, Design Bridge unveils their new brand identity and mission statement for national sports charity, Kit Us Out.

Kit Us Out launched during the 2012 London Olympics, where founder Alex McDougal Mitchell was volunteering as a Gamesmaker. He noticed that athletes who had qualified to compete, and had been flown over to represent their countries, didn’t have the necessary, regulation kit to compete on the global stage. The imbalance was clear: affluence = access. Alex supported a number of the athletes affected, and they were able to compete – Kit Us Out was born.

Kit Us Out removes barriers to sport by providing the equipment, apparel or gear needed by its athletes. They have been able to literally level the playing field – making sport more accessible and more inclusive. Kit Us Out champions sport being a positive force in people’s lives – and something that should always be within reach.

Initially a charity to support Olympians and Paralympians, Kit Us Out saw the need to support access to sport at every level. Now supporting grassroots organisations across the globe, the charity are ensuring that access to sport is there – wherever and however you play. From London to Liberia, Haiti to Fiji; from boxing to biking, football to basketball, and everywhere and everything in-between.

“Our brand and identity is crucial for a charity of our size. We are only small, but we have a global reach and we work with organisations who are far bigger than us. Projecting a brand that not only reflects our work but also shows professionalism and impact helps build confidence with those that help makes the work we do possible.” said

Alex McDougal Mitchell, Founder, Kit Us Out. McDougal Mitchell added “Over the last 10 years we have donated over £1m worth of kit to athletes and teams in over 70 countries across the globe. This has only been possible thanks to the partners who support us. Working with Design Bridge has not only given us an amazing site and brand that truly reflects the work we do, but they have helped us hone our mission and values, enabling us to look to the future with confidence, pride and purpose.”

Created by Design Bridge, the new visual identity captures the energy and passion of the charity’s mission – creating a dramatic new look and feel to drive awareness and garner support. Kit Us Out’s existing identity lacked the strength needed to tell its story and purpose. Its look and feel presented a dark, dated aesthetic that lacked range and was ill-suited to communicate the raw, emotive stories that the charity wanted to tell.

The London studio has created a new look and feel, identity and supporting assets which are inspired by the sports the charity enables access to. Court, track and pitch markings inspired the logo, complemented by a pattern named the ‘fingerprint of sport’ evoking the raw tactility of competing – whether through the track under your fingers at the start line, the grip of a javelin, or the tread of your boxing boots. Brought to life with a grit and realness, the designers looked to create something which held a mirror up to the environment it would live in.

Further to this, Design Bridge have created some bespoke pieces of kit which draw a parallel to the charity itself; collaborating with internationally renowned artist Craig Black, and self-made talent from the D&AD Shift programme, they’ve looked to connect the established player and the grassroots – creating one off pieces of kit.

After all, the kit is the catalyst that helps athletes achieve their potential and unlocks the passion for sport from grass roots up - how you feel about sport, how you enjoy sport, how you complete in sport... This is why KUO exists. It’s all about Kit.

Utilising Craig’s iconic acrylic fusion pours, and the unique illustration styles of D&AD Shift designers - Ellen Walpole, Raafaye Ali and Robi Farkas - the team have created three custom-made pieces of kit which will appear at the games and travel on a roadshow around venues to raise awareness for Kit Us Out, before being auctioned through a raffle to raise money for the charity.

“It was fantastic to collaborate with Design Bridge and the D&AD Shift talent to create artworks for the Kit Us Out project.” said Craig Black, visual artist. Craig added “As soon as I heard about the Kit Us Out mission and story, I was immediately inspired and wanted to help in any way that I could. As ideas flowed between myself and the Design Bridge team, we felt that creating bespoke Acrylic Fusion artworks of sport equipment would help to enhance the brand and generate a wider message and audience. Every single Acrylic Fusion paint pour is a unique art-form just like each athlete participating at the Commonwealth Games and it was important to represent that. By using the Kit Us Out brand colours in the Acrylic Fusion technique, we were able to shine a light on the Kit Us Out story.”

If you’re interested in winning one of the pieces, check out the raffle here.

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ECD: Emma Follet

Creative Director: Mike Stride

Design Director: Natalie Bradbury

Junior Designer: George Gray

Group Director Experience Design: Ed Mitchell

Workshop Manager: Ashley Osmond

Creative Retoucher: Nathan Jordan

Photographer: Charlotte Harrison

Production Director: David Clabon

Creative Director: Alessandro Foschini

Motion Designer: Adam Hingley

Strategy Director: Will Rees-Hooper

Senior Client Manager: Laura Richards

Artist: Craig Black

D&AD Shift: Robi Farkas

D&AD Shift: Raafaye Ali

D&AD Shift: Ellen Walpole

Printers: Luminate

Categories: Corporate, Social and PSAs, Charity, Mon, 01 Aug 2022 09:23:20 GMT