CLIENT
Model City London

CAMPAIGN REACH
100+

CREATIVE
Brand strategy & Storytelling
Brand Identity
Website Design
Digital Setup & Training
Social Media Campaigns

Co-design and community-led Branding for Grassroots Sports Coalitions Across London

MCL is a partnership between Laureus Sport for Good, Nike Made to Play and the Mayor of London, aimed at improving social integration through sports. Our task was to use a series of 121 interviews and group workshops to generate branding that represented the grass-roots approach that underpins the work at Model City.

“Helena has been an amazing person to work with for our Model City London work. The key reason for this is her ability to empathise with the needs of the community and understanding the importance of listening to their voices, particularly young people.”

- Lee Parker, Laureus Sport for Good, Model City London

Band Book_MCL.jpg
A map of a city divided into districts with three highlighted regions labeled: 'Active Change Haringey' in the top right, 'Barking Sports 4 Change' in the middle right, and 'Generations Active Hounslow' in the middle left, each with colored arrows pointing to their locations.

Supported by

Graphic with the text 'Made to Play' in blue, and an orange Nike swoosh logo below.
Logo with a stylized figure of a person with arms raised inside a circular shape, and the words "Daevus Sport for Good" below.
Text reading 'MAYOR OF LONDON' in bold capital letters.
Websites.jpg
Text promoting sport and physical activity to strengthen community and wellbeing, featuring colorful arrows and the logos for Generations Active and Hounslow.
Text overlay on a gym background that reads: "GOAL 1 We’ve got a wide range of partners that are working together with the community to get support to the groups that need it. The coalition is thriving; businesses, faith groups and partners are taking part, and smaller groups are getting access to better support."
A promotional poster encouraging involvement with Generations Active Hounslow. The poster features a pink background with white brushstroke patterns and contains the website, email, and social media information for the organization.
Group of people participating in a yoga or fitness class, standing on mats with arms raised in a stretching pose, in a well-lit indoor studio.
Map of London highlighting three areas with labels: Active Change in Haringey, Generations Active in Hounslow, Barking Sports 4 Change in Barking and Dagenham, with colorful marks and a pink background pattern.
A group of young girls and an adult male doing a synchronized pose with their arms extended forward in an indoor pool area, some girls wearing purple swim caps and swimwear, and some in casual clothing, with a tiled wall and a shower area in the background.
A yellow background with white streaks, featuring logos of Laureus Sport for Good, Mayor of London, Nike 'Made to Play', and Generations Active Hounslow, along with a website and social media handle for Generations Active Hounslow.
Overlay of a group of rugby players on a field with trees in the background, with text saying 'I want to take part in an activity' and a green button labeled 'Participant'.
Quote about raising awareness for local sporting organizations, with a website and social media handle at the bottom.
Image 1.jpg
1666631614239.jpg
Image 4.jpg
Image 2.jpg
1666631615645.jpg

Similar projects

Flyer promoting community sports programs in London, featuring images of children playing basketball and text about empowering communities through sports.

Model City London
Grassroots Sport

Solid red background with no distinct objects or features.

British universities and colleges sport
sport