Allsorts, a charity for children with additional needs, worked with Level Studio to name and conceive a brand identity for their new trading company.

Allsorts Gloucestershire, is a charity doing incredible things for children with additional needs and their families. Their new trading company combines Allsort’s desire to tackle the fundamental problem of physically inactive disabled people, with their need to raise funds to support and extend their existing work.

Utilising their unique skillset and intuitive knack for engaging inactive people of all abilities with exercise designed for them, the team’s vision is to work with educators and health providers to fill a distressing gap with this specialised provision.

“We set off to identify the core essence to amplify for this brand-new specialist, and very special, brand.” Said Jenny Patton, Head of Insight at Level. “We found that these specialist sports coaches were intuitively creating experiences that each individual would find fun, knowing that if the experience is fun the participant will want to do it again. We decided they were Finders of Fun, engineering Exercise Engagement.”

The new brand needed an identity that appealed to participants of all ages, stages and abilities (including Parathletes), supported the brand image of Education providers, reassured parents and families and an easy to pronounce name that set the tone for the experience.

“Naming a brand is hard,” comments Adam Hinks, Creative Director at Level, “it’s like naming your child, just ask anyone who’s been through it. We used our tried and tested method to guide the team along the thorny task of naming their new baby YuGo, a name that lent itself well to a family of body neutral characters inspired by the letterform ‘YUGO’ that playfully interact across the multiple brand touchpoints.”

The characters are a key engagement tool for the team, representing different approaches to engineering exercise for the abilities and preferences of the participant, slow and calm for those who struggle with too much stimulation or loud and energetic for those who like a vibrant work out.

The wider identity extends to a ‘pro’ expression for their more elite athlete offering and includes a campaign hashtag to support the YuGo team in reframing the language around disability; #THISABILITY celebrates the abilities of each individual, because YuGo know everyone has an ability.

“Level, really took the time to get to know what we were about and translated that into a brilliantly designed identity which has blown us away in what it will allow us to achieve.”
Max Pemberton, Head of Sport, Allsorts

“Jenny and Adam were able to piece together our work and support us as we reframe the conversation about health and fitness inclusivity. They genuinely want to deliver effective design that will advance your brand and we love what they have achieved!”
Rosa Barratt, Deputy CEO, Allsorts