Having spent years harnessing football as a tool to provoke social change, COMMON GOAL was ready to rethink their visual identity. Naturally, they asked us for introductions to agencies that would share their love of the sport, but they also wanted to meet teams with an in-depth understanding of building much-loved consumer brands.

BRANDING - MESSAGING

We put together a set of creative agencies that we knew would love and appreciate COMMON GOAL’s work, and that could turn their story and legacy into an iconic brand that people would be proud to wear on a teeshirt.

COMMON GOAL decided to work with BARKAS, who delivered a new verbal and visual identity that lives across a huge amount of digital and physical touchpoints, injecting a fresh sense of positivity and emphasising football as a global force for good.

“AUFI connected us to a perfect agency that we would have struggled to find by ourselves. We wanted a partner that really bought into the work and matched our values when it came to diversity and inclusion and that’s exactly what we got – as well as incredible creative spirit and energy.“

Marios Papaloizou – Head of Brand and Advocacy, Common Goal

“As a network ourselves we know the value in having the expertise to make good matches, and so we really appreciate the knowledge and simplicity that AUFI brought to a process that can sometimes feel daunting.“

Marios Papaloizou – Head of Brand and Advocacy, Common Goal

“Bringing together an impressive legacy of impact with a fresh and modern attitude, this is an incredibly important project for a truly inspiring organisation driving change across the world. The new Common Goal brand signifies the complete integration of football for good and the football industry – ensuring the sport maximises its contribution to people and planet.”

Luca Rasmussen – Partner, Barkas