Shearer scores again with foundation rebrand

A North East creative agency is helping a regional charity expand its reach and impact with a fresh brand identity inspired by one of football’s most iconic figures.

Cargo, a North Shields-based design agency, has unveiled the new look for the Alan Shearer Foundation as the charity moves into a new phase of awareness-raising and fundraising to support people with complex disabilities across the region.

The rebrand, shaped around Shearer’s trademark raised-arm celebration, introduces the message Raise Your Hand to Help and includes a full overhaul of the Foundation’s visuals, messaging, website and campaign materials. 

Accessibility and inclusivity are also central to the redesign, ensuring it resonates with local families, fundraisers and national supporters alike.

Matt Bowmaker, foundation lead at the Alan Shearer Foundation, said: “We’ve always had heart and purpose, but we knew we needed a brand that pulled everything together.

“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.”

Paul Hart, managing director of Cargo, added: “This wasn’t about football, it was about purpose.

“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.”

Established in 2006, the Foundation has so far raised over £7 million to fund the Alan Shearer Centre in Newcastle, a free, specialist facility offering sensory, leisure and social experiences for children and adults with profound disabilities. 

The facility is operated by St Cuthbert’s Care, with Shearer remaining committed to covering its rising annual costs – now £320,000 – to keep services completely free of charge to the 5000 members and families who rely on them.

Alan, Newcastle United’s and the Premier League’s all-time leading goalscorer, added: “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.

“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.”

Cargo’s new brand structure, which has now gone live across all the Foundation’s platforms, provides a flexible platform that can adapt from grassroots campaigns to high-profile events such as the Foundation’s Charity Ball and Golf Day.

And the project held special significance for the Cargo team, particularly designer Corey Stimpson, a lifelong Newcastle United fan who once worked in the club shop at St James’ Park.

Paul added: “This was more than just a job for us. 

“We’re passionate about working with causes close to our community, and this one was a real pinch-me moment.”

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