A kit-start for sporting inclusion
Sport is a universal pursuit. But no matter how good you are, entry level or elite, you need the right resources.
From practice facilities to competition arenas, coaching technique to optimum nutrition, affluence still equals access. And of all these factors, one of the most overlooked remains one of the biggest barriers to success, even at Olympic level: sports kit.
No athlete should be held back by lack of access to the tools they need to succeed. Clothing to kit bags, racquets to running shoes. Kit Us Out is changing the game.
Client
Kit Us OutStudio
LondonExpertise
Strategy, Brand Identity, Motion DesignDesign Bridge has given us an amazing brand that truly reflects the work we do, they have helped us hone our mission and values, enabling us to look to the future with confidence, pride and purpose.
Alex McDougal Mitchell launched Kit Us Out during the 2012 London Olympics, while volunteering as a games maker. He noticed some athletes were being excluded because they didn’t have the necessary regulation kit to take part. They’d worked so hard for the opportunity to compete at the highest level, only to be stopped in their tracks by something that many of us take for granted.
Alex made it his mission to see that accessibility never gets in the way of talent. He personally supported several athletes to ensure they got a fair shot at the podium.
For many athletes, the Olympics is the ultimate destination. For Kit Us Out, it was just the beginning. Bringing our truth & personality to life. The new brand identity celebrates the fundamental importance of sports kit, and the level playing field that Kit Us Out is working to create. Bringing them to life viscerally and dynamically with all the energy of a hard-fought match, a well-run race. From grassroots textures to a palette borne of the track and field, the whole identity is inspired by the energy and passion we experience through sport.
And design is a team sport; key pieces of kit were created in collaboration with exciting young designers from the D&AD Shift Programme, and with celebrated acrylic fusion artist Craig Black. The unique pieces were then auctioned off to raise money – an important step towards the charity’s ambition of becoming self-funding.
Every single Acrylic Fusion paint pour is a unique art-form just like each athlete participating at the Commonwealth Games and it was important to represent that.
Artistry without compromise. Achievement without obstruction. What we envisaged for this brand is what Kit Us Out aspires to deliver for all their athletes. An unhindered opportunity to be the best they can be, and to inspire us all to do the same.
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