Sport Across Staffordshire and Stoke-on-Trent


Being active is good for you. It helps us live healthier lives – with huge benefits for us mentally and physically. Overall, this creates a happy and highly-engaged community. This is key thinking behind Sport Across Staffordshire and Stoke-on-Trent (SASSOT) – a network of local agencies committed to working together to increase the number of people taking part in physical activity and sport.

However, sharing this message with the local community and making sure it connects with them is a task easier said than done. With a varied demographic, SASSOT’s current name and brand were not working for the organisation – often causing confusion around the name. That’s why when they confirmed a move away from Stafford Borough Council to become a stand-alone not-for-profit charity, they took the opportunity to rename and rebrand – with our support.

How could a not-for-profit charity rebrand themselves to better promote community activity to the varied communities across Staffordshire and Stoke-on-Trent?

Initially, we started with a branding workshop – specifically focused on the name of the organisation, SASSOT. Having decided to totally rename, a session with key stakeholders would allow us to fact-find, discuss options and understand the remits of the rename better.

We ran two workshops for the overarching brand name (SASSOT rename) and the ‘activity finder’ application. We discovered that sport, which is a big part of their current name, is an integral part of their organisation. However, we needed to deemphasise this because of the wider physical agenda that encourages general activity – not just sport – and considers overall wellbeing and mental health.

We submitted various options and came together with the Board to decide on the names ‘ToGETther Active’ to replace SASSOT and ‘Active My Way’ to name their ‘activity finder’ app. We then moved on to create two logomarks for these names and concept their overarching brand across a range of mediums. We then confirmed this with comprehensive branding guidelines.


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