Hearts of Talent was created to change the narrative for for young people, to find a better future through performing talents.

We were introduced to Jasmine Dale, Founder of Hearts of Talent after attending a number of anti-knife crime meetings where we had been looking into creative ways to unify and strengthen the anti-knife crime movement in London.

Hearts had been trialed in 2019 as the Brent Factor to great success and had championed young people from Brent, Barnet and Harrow to move away from gang violence and managed to help three young people out of gang culture and into safety.

Our challenge was to rebrand them to become Hearts of Talent and upscale their identity to a national level. Then develop the brand to engage with the diverse GenZ audience on social and live events, climaxing with the finals in Wembley Stadium.

Concious of the fact that we were white folks designing for a diverse Gen Z audience, we took the HOT team through a series of interactive workshops, before presenting 3 routes to an astute youth focus group – the Waltham Forest Young Advisers.

Following their input, a logo from one route and the look and feel from another were united to form the final direction which has been expanded to the website, social platforms, live launch show and print promotions.

We worked closely with the team developing the creative strategy, DOOH, digital, social and experience design for their summer live events and the competition finals which were held at Wembley Stadium’s Grand Hall in July 2022.