The identity and naming for the event were inspired by the fact that everyone involved has one incentive - they are doing it for charity. The 'For Charity' element has been incorporated in a typographic twist of F.C. (Football Club) and the identity is anchored around this concept. Both the logo itself and the football asterisk icon are rendered in a distressed stencil font and lend themselves to bold and impactful application. A series of football related 'Charity' taglines have been created to emphasise the good cause. Football terrace chants have been utilised to generate interest and anticipation amongst prospective participants. A full suite of event collateral has been developed and this has included some interesting executions of the versatile identity, including t-shirt printing and stenciling on grass.