Services
Client
Year
Challenge
Inspire, a prominent charity in the East of England, had secured a purpose-built facility dedicated to the under-16 demographic. While the physical infrastructure was ready, the brand architecture was not.
The charity needed to expand its presence without alienating its new audience. The challenge was to create a distinct sub-brand that felt separate from the “corporate” parent charity a brand that didn’t feel like a service provided to young people, but a space owned by them.
Goal
Our primary objective was to build a brand identity with longevity that would resonate authentically with the under-16 demographic. We aimed to: Move away from traditional charity tropes. Foster a sense of genuine ownership and pride among the attendees. Create a visual and verbal language that bridged the gap between childhood and the early stages of adulthood.
The impact
The launch of the Sidedoor brand has transformed the physical space into a living community hub.
Secured funding: The clarity and professionalism of the vision helped stakeholders see the potential of the project, directly contributing to securing additional funding.
Increased engagement: There has been a measurable uptick in engagement from local young people, who now view the space as a credible “third place” between home and school.
Internal motivation: The Inspire team reports a renewed sense of motivation. Armed with a strong brand story and visual assets, they are now confidently promoting new services and expanding their reach.
The approach
We adopted a strategy-first approach, grounding every creative decision in thorough research into youth trends and identity longevity.
Crucially, we refused to guess what young people wanted; instead, we invited them into the process.
Co-creation workshops: We facilitated multiple immersive workshops with current Inspire attendees. These sessions allowed the young people to directly impact the identity, ensuring the final output was not just for them, but of them.
Strategic naming: ‘Sidedoor’ We needed a name that felt young, exclusive, and culturally relevant. Tapping into the intersections of gaming culture and football fandom, we developed the name “Sidedoor.”
The metaphor: It represents a semi-exclusive entrance a “hangout zone” separate from the main institution.
The narrative: It plays on the concept of “dipping a toe” into adulthood. It frames the space as a place for “side quests” experiences and activities undertaken after school that add value to their character outside of the main storyline of education.
Visual identity The visual language was designed to mirror the energy of the name:
Gaming roots: We utilized subtle pixelation in the graphic elements to nod to gaming heritage without feeling retro or cliché.
Authenticity: We rejected stock imagery in favor of high-quality, real photography of the young people who actually attend the center.
Palette: A vibrant color scheme was chosen to differentiate Sidedoor from the parent charity, signaling high energy and creativity.
