SPS CARE - Building trust around football-led enrichment for schools

PROJECT OVERVIEW

SPS CARE is a school-focused sports programme designed to help schools build reliable long-term partnerships with the right coaches, while giving students consistent opportunities to stay active, engaged, and growing through sport. With football at the centre of the offer, the brand needed to reflect energy, movement, and ambition, while still feeling clear and trustworthy for school decision-makers and families. We were invited to create a new identity and digital foundation that could bring these qualities together in one coherent system. Our role focused on building a bold visual language and a website experience that communicates the programme’s value quickly, clearly, and with confidence.

Scope
Brand guidelines
Brand strategy & positioning
Brand style guide
Conversion-focused UX/UI
Logo & visual identity system
Web design
Art direction for photography or video
Client
Petr Ropek
Website
www.spscare.org
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PROJECT Challange

The challenge was to balance two very different expectations within one brand. On one side, SPS CARE needed to capture the speed, emotion, and cultural energy of football. On the other, it had to feel safe, professional, and easy to understand for schools, parents, and administrators evaluating the programme. The website also needed to work as a clear communication tool, helping visitors quickly understand the offer, the structure of the partnership, and the benefits for students. The brand could not feel too aggressive or too playful. It had to sit in a space that felt dynamic, approachable, and credible at the same time.

PROJECT Approach

We approached SPS CARE as a brand and digital clarity project. The visual identity was developed to reflect the movement and confidence of football, while keeping the system structured and readable enough for an education-focused audience. Alongside the branding, we designed a clear, image-led website that uses strong hierarchy, visual rhythm, and focused messaging to explain the programme with minimal friction. The overall direction aimed to make the brand feel energetic without becoming noisy, and professional without losing warmth. Every part of the system was shaped to support trust, recognition, and easier decision-making for schools considering a long-term sports partner.

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Project Outcome

The result was a stronger and more recognisable foundation for SPS CARE across both brand and digital. The new identity gave the programme a clearer sense of character, while the website made the offer easier to understand and more immediate to engage with. By combining the emotional language of sport with a more structured and professional presentation, the project helped position SPS CARE as a more confident and credible partner for schools looking to invest in meaningful football-led enrichment.

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