Badu.

BADU is an East London based group providing support and opportunities for young people and their families through sport and mentorship. Their great work and name was spreading fast and it was time for their Identity and Creative Direction to further reflect the BADU energy, positivity and ambition.

Working closely with Founder Nana Badu and the wider team we landed on the proposition of ‘Badu build belonging’. This drove the spirit of the brand position, identity and messaging. The marque and design system rallied around the idea of unity through personal journeys. The concept was carried through in the eclectic typographic systems and a combination of contrasting aesthetics. We incorporated new, diverse and playful colours to broaden the creative appeal.

Within the rollout of the brand we felt it was important to really focus on the people behind BADU: the mentors, coaches, founders and the kids. We teamed up with videographer Luke Brookner of Sticker Studios and photographer Vicky Grout to capture the spirit.