How co-production helped shape a brand rooted in community
South Cheshire Amateur Boxing Club (SCABC) isn’t just a gym, it’s a lifeline. For many young people in Crewe, it’s a second home – a space to burn off energy, build discipline, and find confidence. And for the coaches, trustees and volunteers who run it, it’s a powerful way to shape futures, not just in the ring, but in life.
When SCABC approached us, they were clear from the start. This wasn’t a job for an outside agency to come in and ‘fix’. Their grant funding required a co-produced approach, and they wanted a creative partner who’d collaborate closely with their community to tell the club’s story. We were delighted to get involved, because when people are involved in creating their brand, they own it. When people are involved from the start, the brand becomes a true reflection of who they are, not just what they do.
Together, we worked through two co-creation workshops with coaches, trustees, volunteers and young boxers. These sessions weren’t just about sticky notes and brand words – they were powerful, emotional, and inspiring. We heard honest stories about how the club changes lives, how it offers safety, purpose, and the belief that you can be more than your circumstances. What emerged was a deep sense of identity, rooted in pride, perseverance, and belonging.
While the club’s original logo held sentimental value, and remained untouched, we built a refreshed identity around it – one that captured their energy, values and ambitions. The new visual and verbal language centres on people, using bold photography, heartfelt messaging and a direct, authentic tone. It reflects what SCABC stands for – heart, discipline, equality, and community.
We brought this to life in a new website that’s easy to navigate, inclusive, and built with real users in mind – from young boxers and their families, to potential funders and supporters. It tells the SCABC story in their own voice, and invites others to be part of what they’re building.
Inside the new gym, we created large-scale wall graphics that celebrate the people at the heart of the club, making a striking first impression and reminding every visitor what this place is really about.
We were lucky enough to be invited to the launch of the new gym a few weeks ago, and it was a moment we won’t forget. The space was buzzing, packed with boxers old and new, coaches, trustees, supporters, and even the Minister for Sport, Stephanie Peacock MP. Seeing the brand brought to life in such a powerful space, surrounded by the people who helped create it, was a real privilege. And we had a lovely thank you email from the team at SCABC, saying that: “Many people commented on the spectacular graphics!”
We’re proud to have played a part in this next chapter for SCABC, and even prouder of how it came together – not from the top down, but from the inside out.
See how we helped bring the club’s brand values to life and created their brand story: https://southcheshireabc.com/about-us/
