AccessibAll – New brand rollout to support a change in name and geographic focus

2021 – ongoing

Brand

AccessibAll is a charity working to improve access and inclusion for disabled sports fans in Europe and beyond.

To coincide with the move to a new organisational strategy, the Centre for Access to Football in Europe (CAFE, the previous name of AccessibAll) were looking for a partner to help them reposition to a more global focus while retaining their core values.

Alongside our long-term collaborator Kat Knight, we worked with them on a full brand process from strategy right through to implementation.

A new visual identity for a more global outlook

CAFE was beginning to outgrow its name. They were moving beyond Europe to the global stage and into other sports, most notably the Olympic Games. Our key challenge was to retain their brand values and recognition for that transition.

The initial rollout introduced their new logo, colour palette, type family, photographic approach, graphic assets and even a new illustrated mascot. To maintain brand recognition they kept the abbreviated version of their name, CAFE.

A name change to complete the transition

Phase two followed 18 months later when CAFE completed the transition as part of their wider strategy and became ‘AccessibAll’. The foundational brand work had already been done, so the practicalities of updating the logo were fairly straightforward.

Supporting the client to roll out the brand

Having rebuilt their website just 18 months prior to our involvement we didn’t have the opportunity to take the new brand into a full website process. Instead it was re-skinned and we worked across every other channel, from social media posts and Powerpoint presentations to pull-up banners and multi-page Word report templates.