Street Soccer Scotland

Positive change through football

Street Soccer Scotland uses football-inspired training and personal development to empower those affected by social exclusion. Street Soccer’s aim is to create purpose, hope and connection using football to instill a sense of belonging, build confidence, encourage friendships and improve fitness. 

Building on the existing brand identity, we created a tone of voice guide with personality and an array of printed and digital materials. These were designed with the aim of raising awareness, attracting new players, and forging strong relationships with partners and supporters. All communications had to talk directly to Street Soccer’s diverse audience – understanding what motivates them and what it has to offer.

We made sure to delve deep with questions to the organisation’s leaders, staff and players so we could produce the most fitting materials for the job. In workshop groups we learned that Street Soccer fosters a strong sense of belonging in its players and supporters to be part of a community. It was clear from talking to the players that fun was more important than being competitive or taking the game too seriously – no judgement, just come and be yourself.

On a more corporate level, sponsors clearly felt that they were part of something exciting and different. Something that could lead to even more contentment, togetherness and positivity in the community.

Through this work, we’ve learned that many people who need extra help would not identify themselves as vulnerable. We’ve seen an encouraging move towards identifying people in vulnerable situations rather than categorising vulnerable people.

We learned we had to make all content relatable and show clearly what’s in it for the reader – grabbing attention, communicating a sense of fun and some simple playfulness into the visuals and punchy headlines. 

We’ve strived to make Street Soccer feel like an experience people want to take part in and to Be Part of Something.