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It’s a practical, well-designed piece that helps them stand out in tenders, networking, and partner conversations.",{"type":195,"content":403},[404],{"text":405,"type":199},"It reflects the care they put into their work, the values behind the scenes, and the impact they’re creating with every new job. And it makes sure the people they speak to actually get it.",{"type":195,"content":407},[408],{"text":409,"type":199},"For us, this wasn’t about making a pretty PDF. It was about designing something that opens doors, wins work, and supports a mission worth backing.","The Result",{"alt":412,"_uid":413,"image":414,"priority":26,"component":215},"Open Upbeat Clean brochure on quality and social impact, with a cleaner at work","upbeat-clean-2",{"id":415,"alt":412,"name":19,"focus":19,"title":19,"source":19,"filename":416,"copyright":19,"fieldtype":174,"meta_data":417,"is_external_url":26},20163355,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F321374\u002F4500x3000\u002F791a5260ac\u002Fmock-4.jpg",{},{"alt":306,"_uid":419,"image":420,"priority":26,"component":215},"15efd4a5-f3b6-4ab4-9ee4-6a62216efdf6",{"id":305,"alt":306,"name":19,"focus":19,"title":19,"source":19,"filename":307,"copyright":19,"fieldtype":174,"meta_data":421,"is_external_url":26},{},{"_uid":423,"rows":424,"component":207},"8d771049-6f69-40ab-bc5a-ad796bceb4ef",[425],{"_uid":426,"body":427,"label":433,"component":205,"statement":19},"upbeat-clean-6",{"type":192,"content":428},[429],{"type":195,"content":430},[431],{"text":432,"type":199},"Brochure design | Brand messaging | Layout and artwork prep | Social impact communication","Services","Clear Communication for a Cleaner World",[52],{"id":339,"alt":336,"name":19,"focus":19,"title":19,"source":19,"filename":340,"copyright":19,"fieldtype":174,"meta_data":437,"is_external_url":26},{},{"id":439,"alt":440,"name":19,"focus":19,"title":19,"source":19,"filename":441,"copyright":19,"fieldtype":174,"meta_data":442,"is_external_url":26},20152936,"Open Upbeat Clean brochure showing the team and partner logos","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F321374\u002F2250x1500\u002F35de2d056c\u002Fbrochure-mock.png",{},"upbeat-clean","work\u002Fupbeat-clean",-100,[],"6823869d-8139-441d-a287-a6249f6c1ca4","2026-10-20T14:23:38.349Z",[],{"_uid":451,"component":159,"case_study":452},"svc-design-work-3",{"name":453,"created_at":454,"published_at":455,"updated_at":456,"id":457,"uuid":458,"content":459,"slug":902,"full_slug":903,"sort_by_date":120,"position":904,"tag_list":905,"is_startpage":26,"parent_id":287,"meta_data":120,"group_id":906,"first_published_at":907,"release_id":120,"lang":126,"path":120,"alternates":908,"default_full_slug":120,"translated_slugs":120,"_stopResolving":72},"On The Ball","2026-04-08T12:17:09.280Z","2026-11-03T11:54:31.040Z","2026-11-03T11:54:31.058Z",163680375981719,"3fcd10f4-42ff-40bd-8c0d-5efc5139b7c5",{"seo":460,"_uid":465,"body":466,"title":453,"client":453,"tagline":892,"services":893,"component":275,"image_tall":894,"image_wide":900},[461],{"_uid":462,"title":463,"component":140,"description":464},"c3000001-seo-1","On The Ball | Brand & Website Case Study | Pretty Decent","How Stay On The Ball Coaching became On The Ball: a new name and a brand built on what parents are really buying, which is confidence.","c3000001-content-1",[467,472,493,500,520,527,548,555,572,579,586,606,613,620,633,654,661,679,696,703],{"_uid":468,"client":453,"project":469,"headline":470,"services":471,"component":185},"otb-hero","Naming · Brand strategy · Identity design · Website","They weren't selling\n[football.]",[37,45],{"_uid":473,"rows":474,"component":207},"otb-text-overview",[475],{"_uid":476,"body":477,"label":491,"component":205,"statement":492},"otb-row-overview",{"type":192,"content":478},[479,483,487],{"type":195,"content":480},[481],{"text":482,"type":199},"On The Ball is not really a football academy. It is a place where children become more confident, more capable and more comfortable in themselves. The football is the vehicle, but the real product is something harder to name and far more valuable.",{"type":195,"content":484},[485],{"text":486,"type":199},"When Dean came to us, the business was called Stay On The Ball Coaching. The coaching was exceptional, but the brand did not reflect what it was actually doing to the people inside it.",{"type":195,"content":488},[489],{"text":490,"type":199},"We weren't there to add polish to what existed. The job was to build a brand system that told the true story, and a structure flexible enough to carry everything the business wanted to become.","Overview","A naming decision and brand architecture built on a single honest insight: nobody is really buying football coaching.",{"alt":494,"_uid":495,"image":496,"priority":72,"component":215},"On The Ball founder Dean Roome coaching young players on an all-weather pitch","otb-img-dean",{"id":497,"alt":494,"name":19,"focus":19,"title":19,"source":19,"filename":498,"copyright":19,"fieldtype":174,"meta_data":499,"is_external_url":26},163682115279501,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F321374\u002F2048x1367\u002F23c341654c\u002Fon-the-ball-dean-roome.jpeg",{},{"_uid":501,"rows":502,"component":207},"otb-text-challenge",[503],{"_uid":504,"body":505,"label":519,"component":205,"statement":19},"otb-row-challenge",{"type":192,"content":506},[507,511,515],{"type":195,"content":508},[509],{"text":510,"type":199},"Stay On The Ball Coaching worked as a name, up to a point.",{"type":195,"content":512},[513],{"text":514,"type":199},"The problem was that it described an activity rather than an outcome, and it anchored the brand to a single offer in a way that made growth complicated. Any new product line had to work around the name rather than from it. The business had expanded instinctively, but the brand had no architecture to support what it had become.",{"type":195,"content":516},[517],{"text":518,"type":199},"It was also answering the wrong question. Parents choosing a coaching programme are not primarily asking \"will my child get better at football?\" They are asking something closer to \"will my child come out of this feeling better about themselves?\" The name gave no indication that the answer was yes.","The challenge",{"alt":521,"_uid":522,"image":523,"priority":26,"component":215},"The old Stay On The Ball Coaching and Start On The Ball badges","otb-img-old-logos",{"id":524,"alt":521,"name":19,"focus":19,"title":19,"source":19,"filename":525,"copyright":19,"fieldtype":174,"meta_data":526,"is_external_url":26},163683698367266,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F321374\u002F1920x1080\u002Fb224e2f3bd\u002Fon-the-ball-old-logos.webp",{},{"_uid":528,"rows":529,"component":207},"otb-text-thinking",[530],{"_uid":531,"body":532,"label":546,"component":205,"statement":547},"otb-row-thinking",{"type":192,"content":533},[534,538,542],{"type":195,"content":535},[536],{"text":537,"type":199},"Technical coaching ability is a table stake in this market. Every credible academy can claim it (and does). But On The Ball was consistently producing something that went beyond technical improvement: children who had found their confidence, their place in a team, their willingness to try. Parents noticed, and it was the thing they talked about most, completely unprompted.",{"type":195,"content":539},[540],{"text":541,"type":199},"Confidence is one of the few qualities that compounds. A child who finds it through sport carries it into school, friendships and every difficult thing ahead of them. Selling that honestly, and building a brand that reflects it, is a very different proposition to selling passing and shooting drills.",{"type":195,"content":543},[544],{"text":545,"type":199},"The strategy followed from there: build a brand that speaks to what is actually on offer, and give it a structure that can grow.","Our thinking","The most important conversation was about what was actually being sold.",{"alt":549,"_uid":550,"image":551,"priority":26,"component":215},"On The Ball founder Dean Roome talking to a young player at training","otb-img-talking",{"id":552,"alt":549,"name":19,"focus":19,"title":19,"source":19,"filename":553,"copyright":19,"fieldtype":174,"meta_data":554,"is_external_url":26},163684288002937,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F321374\u002F2048x1367\u002Ff7e5f418ec\u002Fon-the-ball-dean-roometalking.jpeg",{},{"_uid":556,"rows":557,"component":207},"otb-text-architecture",[558],{"_uid":559,"body":560,"label":570,"component":205,"statement":571},"otb-row-architecture",{"type":192,"content":561},[562,566],{"type":195,"content":563},[564],{"text":565,"type":199},"Shorter, cleaner and, crucially, neutral enough to anchor a full product family. From a limiting name that described one thing, we arrived at a parent brand capable of holding multiple distinct offers without contradiction.",{"type":195,"content":567},[568],{"text":569,"type":199},"Underneath it the architecture built itself: Start On The Ball, Stay On The Ball, Coach On The Ball, Girls On The Ball, Schools On The Ball. Each product has its own identity, its own tone and its own audience. All of them are clearly part of the same family.","Brand architecture","The first decision was the most consequential: the name. Stay On The Ball Coaching became On The Ball.",{"alt":573,"_uid":574,"image":575,"priority":26,"component":215},"On The Ball logo explained: the mark is a goal, a smile and a statement of confidence","otb-img-logo",{"id":576,"alt":573,"name":19,"focus":19,"title":19,"source":19,"filename":577,"copyright":19,"fieldtype":174,"meta_data":578,"is_external_url":26},163686872341577,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F321374\u002F1920x1080\u002Fb86d6ff102\u002Fon-the-ball-logo-explainer.webp",{},{"alt":580,"_uid":581,"image":582,"priority":26,"component":215},"On The Ball brand architecture: Girls, Start, Stay, Coach and Schools On The Ball","otb-img-architecture",{"id":583,"alt":580,"name":19,"focus":19,"title":19,"source":19,"filename":584,"copyright":19,"fieldtype":174,"meta_data":585,"is_external_url":26},163688956665350,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F321374\u002F1920x1080\u002Feaac8ee9a3\u002Fon-the-ball-brand-architechture.webp",{},{"_uid":587,"rows":588,"component":207},"otb-text-identity",[589],{"_uid":590,"body":591,"label":605,"component":205,"statement":19},"otb-row-identity",{"type":192,"content":592},[593,597,601],{"type":195,"content":594},[595],{"text":596,"type":199},"The visual work was built around the same principle as the naming: distinction with coherence.",{"type":195,"content":598},[599],{"text":600,"type":199},"Each product needed to feel genuinely different from the others, appropriate to its specific audience, without ever losing its connection to the parent brand. The solution was colour: a distinctive palette for each product line, drawn from a shared system, so that the family relationship is immediate even when the individual expressions diverge.",{"type":195,"content":602},[603],{"text":604,"type":199},"The result is a brand that can grow in any direction without fragmenting. New products, new audiences, new partnerships: the architecture supports all of it without needing a reinvention each time.","Identity design",{"alt":607,"_uid":608,"image":609,"priority":26,"component":215},"On The Ball billboard reading 'Confidence starts here' with a girl kicking a ball","otb-img-street",{"id":610,"alt":607,"name":19,"focus":19,"title":19,"source":19,"filename":611,"copyright":19,"fieldtype":174,"meta_data":612,"is_external_url":26},163691707666175,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F321374\u002F1920x1080\u002Fdf42dd061e\u002Fbillboard-street-copy.webp",{},{"alt":614,"_uid":615,"image":616,"priority":26,"component":215},"Girls On The Ball bus stop poster reading 'No boys allowed'","otb-img-bus",{"id":617,"alt":614,"name":19,"focus":19,"title":19,"source":19,"filename":618,"copyright":19,"fieldtype":174,"meta_data":619,"is_external_url":26},163691070271182,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F321374\u002F6173x4482\u002F5eb623d69d\u002Fbus-stop-girls-on-the-ball.webp",{},{"_uid":621,"alt_tall":622,"alt_wide":623,"component":624,"image_tall":625,"image_wide":629},"otb-pair-cards","Black On The Ball cap with the green logo","Stay On The Ball business cards in dark green and white","image_pair",{"id":626,"alt":622,"name":19,"focus":19,"title":19,"source":19,"filename":627,"copyright":19,"fieldtype":174,"meta_data":628,"is_external_url":26},163691205517012,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F321374\u002F4000x2667\u002F3e810300bb\u002Fdad-hat-on-the-ball.webp",{},{"id":630,"alt":623,"name":19,"focus":19,"title":19,"source":19,"filename":631,"copyright":19,"fieldtype":174,"meta_data":632,"is_external_url":26},163690749111967,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F321374\u002F4500x3000\u002F2543358c6e\u002Fbiz-cards-on-the-ball.webp",{},{"_uid":634,"rows":635,"component":207},"otb-text-web",[636],{"_uid":637,"body":638,"label":652,"component":205,"statement":653},"otb-row-web",{"type":192,"content":639},[640,644,648],{"type":195,"content":641},[642],{"text":643,"type":199},"The brief was conversion-first, in the honest sense: get the right parents to the right product and into a conversation with Dean as quickly as possible. The site moves people towards WhatsApp, and every page has a job.",{"type":195,"content":645},[646],{"text":647,"type":199},"Each product line has its own space. Start On The Ball sits alongside Girls On The Ball without competing with it. Schools On The Ball speaks to a completely different audience without feeling like a different business. The structure of the site follows the architecture of the brand, so simply finding your way around it reinforces the logic of the whole thing.",{"type":195,"content":649},[650],{"text":651,"type":199},"There is also room for case studies and editorial content. Parents researching options online are looking for more than a price and a location. They want evidence that this will work, and On The Ball has plenty.","Web design","A new brand architecture is only useful if people can find it. The website was built to make sure they could, and that when they did, they stayed.",{"alt":655,"_uid":656,"image":657,"priority":26,"component":215},"On The Ball website on a laptop, headed 'Technical Football Coaching in Derby'","otb-img-web",{"id":658,"alt":655,"name":19,"focus":19,"title":19,"source":19,"filename":659,"copyright":19,"fieldtype":174,"meta_data":660,"is_external_url":26},163689571597870,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F321374\u002F4000x3000\u002F063febfb69\u002Fweb-design-mockup-on-the-ball.webp",{},{"_uid":662,"items":663,"label":677,"component":678,"quote_name":19,"quote_role":19,"quote_text":19},"otb-stats",[664,669,673],{"_uid":665,"value":666,"component":667,"description":668},"otb-stat-1","682%","stat_item","Rise in unique visitors to the website in March 2026, compared with the previous period.",{"_uid":670,"value":671,"component":667,"description":672},"otb-stat-2","327%","Rise in pageviews over the same period.",{"_uid":674,"value":675,"component":667,"description":676},"otb-stat-3","5","Programmes now sitting under one brand, each with its own audience.","What changed","stats",{"_uid":680,"rows":681,"component":207},"otb-text-outcome",[682],{"_uid":683,"body":684,"label":694,"component":205,"statement":695},"otb-row-outcome",{"type":192,"content":685},[686,690],{"type":195,"content":687},[688],{"text":689,"type":199},"That's a business metric, and it's the only one that really counts. The name change, the architecture, the visual identity and the website were all in service of filling sessions with the right children, and giving parents enough confidence to make the call.",{"type":195,"content":691},[692],{"text":693,"type":199},"The most powerful brands are honest about what they are really selling. Football academies sell football. On The Ball sells confidence. Once the thinking is honest, the design follows.","The outcome","Those numbers matter, but the one that matters most isn't on the dashboard. On The Ball is now running at capacity.",{"alt":697,"_uid":698,"image":699,"priority":26,"component":215},"On The Ball logo alongside the OTB crest","otb-img-crest",{"id":700,"alt":697,"name":19,"focus":19,"title":19,"source":19,"filename":701,"copyright":19,"fieldtype":174,"meta_data":702,"is_external_url":26},163693510565768,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F321374\u002F1920x1080\u002F5e9fdfdcbb\u002Flogo-and-crest.webp",{},{"_uid":704,"project":705,"component":874},"otb-next",{"name":706,"created_at":707,"published_at":708,"updated_at":709,"id":710,"uuid":711,"content":712,"slug":885,"full_slug":886,"sort_by_date":120,"position":887,"tag_list":888,"is_startpage":26,"parent_id":287,"meta_data":120,"group_id":889,"first_published_at":890,"release_id":120,"lang":126,"path":120,"alternates":891,"default_full_slug":120,"translated_slugs":120,"_stopResolving":72},"Loft One12","2025-09-03T14:18:25.817Z","2026-11-03T12:03:59.327Z","2026-11-03T12:03:59.342Z",86915095852416,"abf1b11c-2e1d-41e1-b79e-20110ddb495e",{"seo":713,"_uid":718,"body":719,"title":706,"client":706,"tagline":875,"services":876,"component":275,"image_tall":877,"image_wide":883},[714],{"_uid":715,"title":716,"component":140,"description":717},"c3000001-seo-2","Loft One12 | Brand Identity & Logo Refresh | Pretty Decent","Pretty Decent transformed Loft One12 with a brand identity refresh, updated logo, and unified visual system designed for social media.","c3000001-content-2",[720,725,741,748,759,766,783,790,806,813,820,827,834,841,857,864,871],{"_uid":721,"client":706,"project":722,"headline":723,"services":724,"component":185},"loft-hero","Brand identity · Logo refresh · Iconography · Social templates","From icons to\n[identity.]",[37,52],{"_uid":726,"rows":727,"component":207},"loft-text-1",[728],{"_uid":729,"body":730,"label":491,"component":205,"statement":740},"loft-row-1",{"type":192,"content":731},[732,736],{"type":195,"content":733},[734],{"text":735,"type":199},"When Loft One12 first approached us, the brief sounded simple: design a set of social media icons. As with many projects, that small ask opened the door to a much bigger challenge.",{"type":195,"content":737},[738],{"text":739,"type":199},"Icons weren't the problem. Their brand didn't have a consistent voice. Each touchpoint looked and felt slightly different. Their logo, their social assets, even the way type and colour were being used, all pulled in different directions. For a creative studio built on storytelling through photography, videography and podcasting, that lack of cohesion was holding them back.","What started as a job to build out iconography for Loft One12 quickly became wider in scope and purpose.",{"alt":742,"_uid":743,"image":744,"priority":72,"component":215},"Black and white photo of a performer with a microphone leaning into a festival crowd","loft-img-1",{"id":745,"alt":742,"filename":746,"fieldtype":174,"meta_data":747,"is_external_url":26},86928692189207,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F321374\u002F2048x1365\u002Fb906036f8e\u002Floftone12-splash-4.webp",{},{"_uid":749,"rows":750,"component":207},"loft-text-2",[751],{"_uid":752,"body":753,"label":519,"component":205,"statement":19},"loft-row-2",{"type":192,"content":754},[755],{"type":195,"content":756},[757],{"text":758,"type":199},"Through our discovery process, it became clear that Loft One12 needed more than icons. They needed a brand identity that could tie everything together and make their work instantly recognisable across every platform. That meant stepping back, digging into their purpose, and finding a visual system that could scale.",{"alt":760,"_uid":761,"image":762,"priority":26,"component":215},"The old Loft One12 logo","loft-img-2",{"id":763,"alt":760,"filename":764,"fieldtype":174,"meta_data":765,"is_external_url":26},87151357949824,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F321374\u002F1920x1080\u002F5fd30756b1\u002Floftone12-old-logo.webp",{},{"_uid":767,"rows":768,"component":207},"loft-text-3",[769],{"_uid":770,"body":771,"label":781,"component":205,"statement":782},"loft-row-3",{"type":192,"content":772},[773,777],{"type":195,"content":774},[775],{"text":776,"type":199},"In photography, it's the literal frame that captures the shot. In video, it's how a story is composed on screen. In audio, it becomes a metaphorical tool, focusing on the voices and moments that matter while filtering out the noise.",{"type":195,"content":778},[779],{"text":780,"type":199},"The viewfinder captured the essence of Loft One12's work: clarity, perspective and storytelling across different mediums. It became the foundation for the refreshed brand identity.","The idea","The idea that unlocked the project was the viewfinder.",{"alt":784,"_uid":785,"image":786,"priority":26,"component":215},"Loft One12 logo in bold white capitals on a charcoal background","loft-img-3",{"id":787,"alt":784,"filename":788,"fieldtype":174,"meta_data":789,"is_external_url":26},87152832465112,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F321374\u002F1920x1080\u002F5c9b544282\u002Floftone12-mainlogo.webp",{},{"_uid":791,"rows":792,"component":207},"loft-text-4",[793],{"_uid":794,"body":795,"label":805,"component":205,"statement":19},"loft-row-4",{"type":192,"content":796},[797,801],{"type":195,"content":798},[799],{"text":800,"type":199},"With that device in place, we reimagined the visual system from the ground up. The logo was updated to be more versatile, with lockups that worked in different formats and contexts. The typography paired Clash Grotesk Variable with Overtime LCD, creating a bold but adaptable system that could flex from headlines to captions. A refined colour palette brought balance, combining warm and cool tones with a grounding off-black.",{"type":195,"content":802},[803],{"text":804,"type":199},"And yes, the social media icons were designed, but as part of a unified toolkit rather than standalone assets.","The system",{"alt":807,"_uid":808,"image":809,"priority":26,"component":215},"Loft One12 logo suite: main, horizontal, condensed, minimal and very condensed versions","loft-img-4",{"id":810,"alt":807,"filename":811,"fieldtype":174,"meta_data":812,"is_external_url":26},91447931018537,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F321374\u002F1920x1080\u002F0333c1869a\u002Floftone12.png",{},{"alt":814,"_uid":815,"image":816,"priority":26,"component":215},"Hand holding a Loft One12 business card","loft-img-5",{"id":817,"alt":814,"filename":818,"fieldtype":174,"meta_data":819,"is_external_url":26},87502047043881,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F321374\u002F1920x1080\u002Fd614fe3e35\u002Floft-one12-business-card-mockup.webp",{},{"alt":821,"_uid":822,"image":823,"priority":26,"component":215},"Loft One12 icon set for plan, shoot, prep, share and track","loft-img-6",{"id":824,"alt":821,"filename":825,"fieldtype":174,"meta_data":826,"is_external_url":26},87502047064365,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F321374\u002F1920x1080\u002Fe76948fda8\u002Floft-one12-icons.webp",{},{"alt":828,"_uid":829,"image":830,"priority":26,"component":215},"Loft One12 poster reading 'Shoot. 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