Giving an identity to an inclusive foundation

Removing barriers to sport in Birmingham communities

The Problem

Formation Media was delighted when the Aston Villa Foundation (aka AVFC Foundation) approached us for help establishing a new brand identity. They do incredible work tackling barriers to sport across Birmingham and facilitating sports sessions for people who would not normally get the chance to take part – for example, by providing female referees for Muslim women. The goal was for the AVFC Foundation to have its own brand identity (distinct from the football club) that was accessible, inclusive, casual, neutral and approachable.

The Solution

Formation’s designers kicked off with a fresh brand design and logo based on the brand name ‘Everybody’s Game’. Its ambiguity is purposeful! It signifies a game, activity or sport being played by all communities whilst also playing upon the idea of being game for something – having the will and ability to participate. It doesn’t matter what your situation or background is, everybody should have access to sports and the game of football. This community spirit and approachable nature are captured within the logo, which uses an imperfect, hand-drawn typeface.

Formation's graphic designers had a ball with this branding exercise. It was a prime opportunity to flex their creative muscles whilst capturing the warmth and authenticity of the AVFC Foundation.

Match-ready social media

Social media platforms are vital tools for the AVFC Foundation to support and appeal to targeted communities across Birmingham. As such, Formation designed a hattrick of social media banners (for Facebook, Twitter and LinkedIn) and graphic templates, setting the foundation up for a future of engaging and inclusive social content.

Kicking off events

Formation Media has provided further marketing support, rolling out the AVFC Foundation’s new branding and creating flyers for fitness and wellbeing sessions and football training events. Promotion for these events conveys the foundation’s sense of fun and inclusivity, utilising imagery that’s personable and relatable for their target audiences.

Formation media has helped elevate our project to a new level of professionalism and quality. Dan was able to offer various branding options all of which excelled our expectations. Thank you for bringing our project to life! Jennifer Tullet, Active Through Football Co-ordinator, AVFC Foundation

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Glassworks Hounsell

UX / Web Design / Development

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