Non-Profit Rebranding
Gamers Outreach
This project was completed as part of my final year at university. The brief was to rebrand a charity or non-profit organisation of my choice, as many organisations in the sector suffer from outdated or inconsistent visual identities. I chose Gamers Outreach, a charity that empowers hospitalised families through play. Their mission is to create a world where play is recognised as an essential part of care, using video games as a tool to improve the hospital experience for children and their families.
The challenge was to redesign the visual identity while preserving the organisation's existing values and positioning. The new brand needed to help Gamers Outreach better connect with its target audiences, stand out within the charity sector, and more effectively communicate the idea of play. It also needed to appeal to a diverse audience, including children, gaming communities, content creators, streamers, and anyone willing to donate.
Strategy
Branding
Mascot Design
Services:
A mascot-led approach was chosen for the rebrand. I created a character inspired by the organisation's GO Karts, mobile gaming stations used in hospitals, to build a stronger connection with children and bring a greater sense of playfulness to the brand.
The mascot also served as the foundation for a flexible visual system, with graphic shapes derived from its features and used throughout the identity to strengthen recognition and consistency.
A brighter, more vibrant colour palette was introduced to evoke the joy of play and reflect the energy of video games. Combined with the mascot and supporting graphic language, the new identity creates a more engaging, approachable, and memorable brand experience that resonates with both young audiences and supporters.
