Recent research commissioned by BT found that 1 in 10 people have received online abuse in the past year. And so ahead of the UEFA European Championships, with the aim to tackle online hate we created Hope United, a diverse team of footballers who have come together from across the Home Nations.

Hope United is driven by the need for change. It will educate the nation on how to be good digital citizens.

I was responsible for the design direction on this project and the entire rollout across print, OOH, Digital & Social, with much help from my team at Saatchi & Saatchi London.

We collaborated with Nomad Studio to create a symbol of hope and unity. This was designed as a digital-first badge, with the logo expanding into a wider graphic system including on the iconic kit worn by the players.

Utilising BT’s sponsorship of the four Home Nations football associations, the Hope United branding will be visible on matchday during the warm-up friendly matches ahead of the Euros, as well as across the UK through bespoke out-of-home buys, including at Trafalgar Square.

Timmons typeface was chosen for this campaign, drawn by Matt Willey.

This bold, condensed display face is perfect for carrying the authoritative tone of our message whilst also maintaining an athletic feel reminiscent of football kit design.

The players representing the team also feature in a series of online BT Tech Tips with the purpose of educating the nation.
 

This project is a personal favourite of mine as it combines my love for Football and Design with a meaningful cause, sending a message that will make the digital world a more pleasant one in the future. The fast-paced nature and tight deadlines took a massive collaborative effort from the team at Saatchi in Design, creative, animation and production to achieve an end result to be proud of.