Social Mobility Foundation

Only 6% of doctors, 6% of barristers and 12% of journalists come from working class backgrounds. Thankfully, the Social Mobility Foundation (SMF) are here to help.
True to its name, the charity aims to make tangible improvements in social mobility, providing networks of support for 16-17 year olds who are unable to receive them from their schools or families. So, we found a fitting visual metaphor to take their work to new levels: a leaping “o”.
It was a celebration of the young people climbing their chosen career ladders thanks to SMF’s help. And it was the spark needed to design a fresh, contemporary new identity for the charity - one that resonated with the tech-savvy generation they work with.

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Jones Knowles Ritchie
Creative Business
Sean Thomas
Executive Creative Director
Jamie Quantrill
Designer