BRAND STRATEGY / NAMING / BRAND IDENTITY / COPY WRITING
Finding the FUN - identifying and amplifying the core essence of a specialist (and very special) brand.
Allsorts, a charity doing incredible things for children with additional needs and their families, wanted to tackle the fundamental problem of physically inactive disabled people. They also needed to raise funds to offer more support to the families they work with, and reach other families like them.
Recognising the Allsorts team have a unique skillset and knack in successfully engaging inactive people of all abilities, they put forward the concept of starting a trading company to fulfil both ambitions and they asked us if we could help them build the brand.
When the Allsorts team contacted us, they were clear about their ambitions for the business and recognised the need for a separate identity but there were questions that needed answering.
First the relationship between the new company and the charity
Second how to appeal to a much broader audience considering educational body gatekeepers as well as families, and participants of different ages, stages and abilities
Third how to set themselves apart from other companies in the field
And lastly like many new parents, the naming of this brand baby was proving a big challenge!
We did a deep reverse somersault dive into their brand to gain insight into what set them apart. We found that the team, who are all sports coaches specialising in working with participants with additional needs, were actually – FINDERS OF FUN!
No matter the age, stage or ability of the participant, what the team were really doing was finding what fun means to the individual and crafting experiences to deliver that feeling.
The reason they did this was because they intuitively know that if you find something fun you will do it time and time again.
Once we set their proposition as EXERCISE ENGAGEMENT ENGINEERS we began the specially designed LEVEL (not ™ed but should be) naming process. Similar to parenting some of our naming activities involve (word) vomiting, along with other left field mind expanding exercises. The results of this process set the trajectory for YUGO a fun, easy to pronounce, onomatopoeic name that set the tone for the voice of the brand.
With the palette we were mindful of the colourful relationship YUGO should have with Allsorts to leverage the trust associated with the Charity.
To reflect the types of FUN to be had with YUGO and to represent the community, we created a family of characters inspired by the letters which make up the YUGO name.
The YUGO team also coach some of our GB team Paralympians, so to be inclusive of all abilities we designed the YUGO identity to be flexible, some might say supple, enough to stretch and represent the needs of elite participants.
Lastly, we were so inspired by the word view of the Allsorts team and the attention they draw to the need for inclusivity – highlighting how our communities are designed to only fit a certain type of person and how everybody, no matter how they are labelled, will struggle to do some things well while exceling in others.
We created #THISABILITY campaign to support the YUGO team in reframing disability language to instead celebrate and feel proud of the abilities we each have. Because everyone has an ability.
Max Pemberton, Head of Sport, Allsorts
Rosa Barratt, Deputy CEO, Allsorts