Supporting Southampton with the Saints Foundation

We collaborated closely with the Saints Foundation team to craft a comprehensive verbal identity, including a compelling proposition, vision, mission, and core values. Additionally, we developed key messaging to effectively communicate the charity's new strategy to its primary audiences. Our efforts extended to creating campaign materials and a dynamic promotional video script with the following objectives: Elevating awareness of the charity and its impactful initiatives, deepening comprehension of its refined strategic direction, and inspiring active involvement and engagement with the charity's mission.

Client Saints Foundation
Year 2023
Project team Ed Gould Gareth Miller James Nethersole
Saints Foundation

Our approach

Through a process of ‘deep dive’ workshop sessions with the leadership team, staff and participants we were able to uncover the ‘DNA’ of the Saints Foundation and what made it so special to those that benefitted from its work. We discovered the direct benefits to the participants but also the wider benefits to residents of the city.

Our work processed this information and produced a verbal articulation of the most powerful attributes of the Charity and the impact it has on people’s lives throughout Southampton.

The “Supporting Southampton” strapline was created as a playful twist on charity as part of the football club but its main purpose was to clearly state that the Saints Foundation was supporting all residents in the city through the work it does with Southampton’s most venerable people.

From this, we developed new purpose, vision and mission statements, as well as an elevator pitch to bring it all together.

To launch the new strategy, we wrote a script for the strategy video. The script is an emotional ‘rally-cry” for people to get behind the charity’s work and “Support Southampton” through the work of the Saints Foundation.

The outcome

We produced the proposition, messaging and assets for the charity to build upon and carry its new strategy to its audiences.

New and inspirational articulation of the charity’s vision, mission, values and key messaging.

A toolkit of creative assets to use throughout its communications

A script and storyboard for a new strategy video


“You’ve really amplified the content we’ve created and made sure that our message spreads far and wide.”

James Barker, Communications Manager – Saints Foundation

“It’s been a joy to help the Saints Foundation develop the language and a communications toolkit to articulate their new strategy. Its work is so important to the city and we’re very proud play a part in spreading the word about the fantastic work the charity does for so many people.”

Gareth Miller, Managing Director – Carswell Gould

Saints Foundation Workshop
Saints Foundation
Saints Foundation
Saints Foundation

Start a Project

    Carswell Gould needs the contact information you provide to us to contact you about our products and services. You may unsubscribe from these communications at any time. For information on how to unsubscribe, as well as our privacy practices and commitment to protecting your privacy, please review our Privacy Policy.