Soar provide early intervention wellness workshops for young people, and have one simple purpose: they are for teenagers. But they looked like a charity, not an organisation that truly gets teenagers. Our brief: make Soar a teenage icon to reposition the brand.

We needed to talk to Irish teenagers. They’re tuned into how they’re visually spoken to, and respond accordingly. They don’t engage with charity brands that look overtly “charitable”, and are ruthless with the youth culture brands they choose to associate with.

We needed to become a part of their world.

Creating a teenage icon.

Soar is a charity that helps teenagers reach their full potential. But Soar’s brand image was a barrier of acceptance to teenagers.

We helped Soar shake off their ‘charitable’ brand image so it could reach its full potential and become a teenage icon. Not an easy task considering teenagers are one of the most brand literate cohorts.

Design solved this problem by embracing awkwardness and building a brand for teenagers by teenagers. We transformed Soar from a charity brand into an urban youth fashion brand.

Using the four official types of personality recognised in people - role model, self-centred, average, reserved- we created a typographic identity that reflects the characteristics of these personalities. This became a dynamic identity representing all teenagers, which can be customised based on specific traits.

We needed the new logo to signify the crucial point Soar steps in to help teenagers, and the potential they help release. The slinky is an object that has potential once tipped beyond 45° and became the basis for the logo. The 6 bars represent the Soar’s 6 wellbeing workshops, building to a 45° angle - the tipping point. Teenagers also collaborated by sharing their own photos and personal content, helping to build the brand.

The rebrand allowed Soar to shake off their charity brand image, allowing them to reach their full potential.

With no budget we increased workshop bookings by 60%. Online reach and engagement increased by 183% and the capsule collection sold out within the first week. 80% of teenagers cited the rebrand as changing their perception of Soar, and 87% said they’d actively buy Soar branded clothing.

The collection generated a new revenue stream for Soar, providing additional organisational investment.