Fill The Gaps

Founded in 2006 to broaden opportunities for high-achieving teenagers from low-income backgrounds, SMF now supports more than 1,600 young people in the UK each year. But more than a decade after the organization was founded, their identity didn’t adequately reflect their work and the kids they served.


Brand Identity
Launch Campaign
Social Media Content


Brand New
Design Week


D&AD Wood Pencil
Creative Review Annual


Simply stated, social mobility is the ability to move freely between different levels of society. We let the identity move freely as well—running and jumping to visually communicate the SMF mission to provide upward mobility for young people.

SMF has been expanding rapidly in recent years but hadn’t paid enough attention to our brand. It’s great to have such a skilled and dedicated team making sure our visual identity truly reflects what our organization is all about.

Chief Executive, Social Mobility Foundation