The RDC Youngers project grew out of the Run Dem Crew urban running community setup by Charlie Dark. It works with Fairbridge and Active Communities to set up pop-up running clubs for young people. 

Through sport and creativity, it aims to mentor and empower these young people to change their lives for the better. It also provides a forum for the exchange of ideas across the generations.

We developed an identity for the project that extended and borrowed heavily from the umbrella identity and HQ design we’d developed for Run Dem Crew one year before. We applied this to inspirational literature, t-shirts, bags and the support materials for the workshops and events so integral to the project’s success.

A year on from designing the identity, our involvement in the scheme has blossomed and Creative Director Mark Fleming now contributes as a project mentor.

Part two of the project – to take a group of young people ‘from sofa to finish line’ by helping them complete creative tasks and the Nike Run To The Beat half marathon - recently came to a successful conclusion. This group will now go on to become the ambassadors for Part three of the project when the RDC Youngers model is rolled out to 50 crews across London.  

Key features:

• Community project using sport and creativity to empower young people
• Brand identity and all communications
• Rosie Lee Creative Director a project mentor