Grassroot Soccer is an adolescent health organization that uses the power of soccer to equip young people with life-saving information, services, and mentorship. As they evolved from an HIV-focused nonprofit to a broader adolescent health organization, they sought a brand refresh—including a new logo, updated messaging, and a refreshed visual identity.
SPGR worked alongside Brevity & Wit to help bring this transformation to life. Through kickoff sessions and collaborative workshops, we partnered closely with the Grassroot Soccer team to refine their messaging, explore tagline and naming considerations, and develop a cohesive brand system. This included a new logo, color palette, typography, and brand guidelines (following WCAG standards for color contrast), along with a suite of templates across platforms like Google Slides, InDesign, and Canva.
Since launch, the refreshed brand has energized the organization internally and externally. Staff have found the new system more flexible and inspiring to use, while partners and supporters have praised its modern, distinctive look. Coaches working in South Africa and Zimbabwe were excited to be part of such a momentous organizational transformation – and were thrilled how the new logo stood out against their yellow t-shirts! The brand rollout—applied to a new website, video content, and social posts—also drove increased engagement, signaling a strong and resonant evolution of the Grassroot Soccer brand.
A long-time consultant of the organization who is working on an annual event wrote, “I mean there’s just no comparison to previous years. The new branding just elevates everything.”
