The Alan Shearer Foundation has revealed a bold new brand identity, created in partnership with North Shields-based creative agency, Cargo.
The rebrand marks a major step forward for the charity as it looks to grow awareness, reach new supporters, and raise the vital funds needed to support people with complex disabilities across the North East.
Inspired by MotD pundit Shearer’s iconic raised arm goal celebration and brought to life through the message ‘Raise Your Hand to Help’. The rebrand is designed to amplify the foundation’s voice and highlight the life-changing work taking place at the Alan Shearer Centre, a specialist, fully accessible facility run by St Cuthbert’s Care, which provides free sensory, leisure and social experiences to children and adults with profound disabilities and acute needs.
The new identity includes a complete overhaul of the foundation’s visual design, messaging, website and campaign materials. It has been carefully developed with accessibility, flexibility and inclusivity in mind, ensuring the foundation can connect with a wide range of audiences, from families and local fundraisers to national partners and corporate supporters.
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The foundation recently announced it had reached a £7 million milestone in total fundraising since 2006. That year, Shearer donated over £1 million from his testimonial match to a range of good causes, including £250,000 towards the building costs of what would become the Alan Shearer Centre.
Since then, Shearer has committed to raising the full running costs of the centre every year, a figure that has grown from £250,000 to £320,000 annually to ensure services remain completely free of charge to the 5,000 members and families who rely on them.
“We’ve always had heart and purpose, but we knew we needed a brand that pulled everything together,” said Matt Bowmaker, foundation lead at the Alan Shearer Foundation. “Something that could help us reach new supporters, appeal to businesses, and properly showcase everything we do.
Working with a local agency like Cargo was really important to us. They understood the challenge straight away and completely nailed what we were trying to achieve. The new brand doesn’t just look the part, it gives us a stronger voice and the confidence to step things up.”
While the new design nods to Shearer’s footballing roots, the brand itself is focused firmly on the foundation’s wider community mission. It is structured across three core tiers to support everything from grassroots fundraising and local campaigns to tailored materials for schools and supporters, through to premium event branding for flagship occasions like the foundation’s annual Golf Day and Charity Ball.
The result is a brand that feels bold but approachable, polished but human, one that works across social media, digital platforms, printed materials and events, while still feeling consistent, distinctive and recognisable.
“This wasn’t about football, it was about purpose,” said Paul Hart, managing director of Cargo. “We wanted to create something bold, warm and genuinely engaging. ‘Raise Your Hand to Help’ became the heartbeat of the brand, a message that invites everyone in, whether they are a football fan or not. It was a real honour to support such an important cause and help shape a brand that reflects both the impact of the Foundation and the incredible work happening at the Alan Shearer Centre.”
The refreshed brand has already rolled out across fundraising packs, digital campaigns, signage and event materials, helping the foundation build fresh momentum and open up conversations with new supporters, donors and partners. It is a fresh identity, but one rooted in the values and mission that have defined the Foundation since day one.
And for Alan Shearer, that mission remains personal. “When I first got involved in this, I knew it would be special, but I never imagined just how many lives the centre would go on to change,” said Alan Shearer.
“The people who use it, the families and the staff, they inspire everything we do. This rebrand isn’t just a new look. It is our way of making sure the foundation keeps growing, keeps reaching more people, and keeps delivering the kind of support that makes a real difference. I am proud of what we have achieved, but we are not done yet.”
For the Cargo team, the project also carried a deep personal connection. Designer Corey Stimpson, a lifelong Newcastle fan who once worked in the club shop at St James’ Park, described the experience as a career highlight, a sentiment shared across the team.
“This was more than just a job for us,” added Hart. “We’re passionate about working with causes close to our community, and this one was a real pinch-me moment.”
The Alan Shearer Foundation rebrand is the latest example of Cargo’s commitment to using design to create meaningful connections and lasting impact. Founded in the North East, but working with clients both nationally and internationally, Cargo is proud to support organisations that make a real difference in their communities and beyond.
