SE DØNATES
Anthony Nolan, 2022

To raise awareness of the urgent need for 16–18-year-old men to join the stem cell register, leading blood cancer charity Anthony Nolan joined forces with renowned South London Sunday league team SE DØNS . For one day only, the team rebranded to SE DØNATES, going head to head with ShoTime FC in a charity match, coining the project’s message Match for a Match. 

I conceptualised and executed the rebrand, as well as collaborating with fashion and textile designers, Tottex, to create the home and away kit. I also produced a suite of videos which helped to outline the concept, promote the game and also included a patient case study. 

As a result, the venue branding and event programming saw the Match for a Match identity brought to life across the stadium, players and social assets, ensuring a consistent identity. 

The campaign encouraged an overwhelming amount of young men to attend the match and sign up to the stem cell register.