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Watt Foundation Case Study

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We were approached by NFL Superstar JJ Watt who was looking for help rebranding his charity, The Watt Foundation. The charity was originally set up to provide support and equipment for after schools clubs, but raised $37m of support for the victims of Hurricane Harvey.

The challenge

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The profile of the foundation was beginning to appear dated and the website was unresponsive on a mobile device. JJ was keen to give the Foundation a new look to reiterate its core focus of providing for schools.

The foundation had been wildly successful at raising money for those in need, but it was time to draw a distinction between the Hurricane Harvey relief effort and getting back to providing equipment for after school clubs. 

We had to create a site that was beautiful on all devices, intuitive and informative. It also had to be built to make giving donations or requesting funds easy.

For the identity of the Foundation, the challenge was to update the current look with something that was contemporary, timeless and would empower and inspire the kids.



We conducted in depth discussions with JJ and the board to find out what were their goals and struggles. We also researched sports brands and websites to get a feel for what was appealing for our key demographic because although the kids would be gifted the equipment, we wanted them to feel proud to wear the foundation logo.

Our Process




After conducting our interviews with JJ we then spent our time looking into the key demographic and sporting trends.

Develop the strategy


By combining our findings from the research and the goals of the organisation, we were able to outline a strategy that could align the needs of both parties.

Creative exploration


We set about gathering inspiration and through a process of ellimintaion we then selected our preferred route.

Refine the website


We redesigned the site to work on mobile, be more intuitive and increase donations.

Launch & support


Everything was brought together and we have been on hand since the relaunch to provide support, guidance and advice.

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JJ is the driving force behind the Foundation. He is extremely passionate about giving kids the opportunity to play sport. He believes that they can learn so much from taking part - teamwork, confidence, friendship and much more and that every kid to have the opportunity to play sport. 


We want kids to have the opportunity to realise their dreams and have success through sport. Kids shouldn’t ever be deprived of having an opportunity to play sport.
— jj Watt

Our solution


We worked hard to craft a strong and dynamic identity that made all the kids, both boys and girls of all ages excited and proud to be involved in. We also designed and built a refined and intuitive website that increased donations and filled everyone involved with The Watt Foundation with pride.

Here's how we did it:

The Logo

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The logo was precisely constructed from two perfectly proportioned, inverted isosceles triangles. The gave the design a aesthetically pleasing balance and visual harmony.


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From this shape we started to carve out a W from the overlapping triangles. This created a beautiful design but my inspiration was the Stars & Stripes and so far we had stripes but no stars.

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Taking JJ's quote as inspiration, we wanted to build in an icon that symbolised 'hopes & dreams' to create something that could be used as a visual device to represent the Foundation across all aspects of communication. 

This symbol was a shooting star.


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Incorporating sporting iconography



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Brand Typeface: Greycliff



Example layout

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The chosen colours are both very patriotic and provide a nod to JJ Watt's team, The Houston Texans.



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"The branding you have created is fantastic, I really appreciate you putting so much thought into it. Your passion for your work is precisely why you are so successful. It is inspirational."




We are a results kind of agency. If you know just how valuable branding can be for your business and want outstanding results, we’d love to talk with you.