London Playing Fields Foundation
Protecting green spaces through design that makes sport, health and community feel urgent and alive.
Sub-branding: LPFF Girls’ Football Hub —
A grassroots identity designed to spark confidence, belonging and a love of the game.
Sub-branding: Coping Through Football —
Where football helps minds as much as muscles.
Sub-branding: Green Hearts
Where a simple walk becomes part of something bigger.
About the project
Client:
London Playing Fields Foundation
Client type:
Sports Charity
Scope:
Identity & Systems
Brand Guidelines
Print & Publications
Events & Environments
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The London Playing Fields Foundation (LPFF) is London’s leading organisation for the protection and promotion of playing fields—advocating for their importance in sport, community well-being and public health.
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To professionalise LPFF’s communications and bring visibility and energy to their cause—making their message more compelling to corporate sponsors, funders, and community stakeholders.
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I developed a bold brand expression with a metaphorical logo—grey buildings encroaching on a diagonal green space—suggesting movement, sport, and urgency. The vibrant colour palette and dynamic layouts brought energy to brochures, banners, signage and more. I also designed sub-brands for initiatives like Coping Through Football and Green Hearts.
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The refreshed identity raised the profile of LPFF’s work and gave their team the tools to advocate more confidently. It helped drive greater engagement with funders, community users, and public sector partners.
Client perspective
“London Playing Fields Foundation has benefitted from Jenny Spratt’s extensive experience and specialist skills for a number of years as the vibrant production of a whole series of Annual Reviews, Research Reports and major fundraising event brochures testify.
She has also been the design brains behind the distinctive branding of a number of our very successful social inclusion projects such as Green Hearts and Coping Through Football. Now, thanks to Jenny we now have a consistent house identity and style which sets us apart. Over the years we have found Jenny’s work to be of the highest quality and she is always unfailingly professional, accommodating and reliable.”