LouLou Race Foundation

Building A Movement
Brand Strategy  •  Brand Identity  •  Marketing Strategy
Web Design & Development  •  Social Media Management  •  Consultancy
Strategy
Brand
Websites
Marketing
Client
LouLou Race Foundation
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Reaching The Next Generation.

When Peter from the LouLou Race Foundation reached out, the goal was crystal clear — to empower the next generation of young athletes. The challenge was that their existing tools weren’t able to get them there. Their existing website had been built in isolation, without a marketing strategy or digital journey to connect audiences to the cause.

LouLou already had passionate ambassadors and inspiring athletes, but growth relied heavily on word-of-mouth and personal connections. To scale their impact, they needed a unified brand identity, a digital presence that captured their spirit, and a clear pathway for sponsors, supporters, and athletes alike. That’s where we came in to turn an inspiring idea into an engaging, future-ready foundation.

Giving Heart a Home.

The LouLou brand had heart but not yet a home that reflected it. The identity was minimal and static, with limited visual assets and inconsistent tone. The website existed, but wasn’t driving engagement, sponsorship, or sign-ups.

We needed to transform a simple idea into a multi-dimensional brand that could inspire athletes, attract sponsors, and connect emotionally with audiences, all while preserving the sentimental elements created by Peter’s daughter, whose hand-drawn icons formed the heart of the LouLou logo.

The challenge was to honour that authenticity, while evolving the brand into something that could move, grow, and rally a community behind it.

From Strategy to Storytelling.

We started from the ground up, running a brand strategy workshop to define LouLou’s audience segments, tone, and key objectives. From there, we worked collaboratively to refine the visual identity, maintaining the charm of the original design while elevating it into a dynamic, professional system ready for every platform.

A visual system in motion

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Our design team expanded the palette, typography, and iconography to create a look that felt bold, energetic, and full of movement, mirroring the athletes it represents. These visual cues became the foundation for new digital and physical assets: from event materials and social posts to branded merchandise and athlete kits. With strategy and identity locked in, our digital team built a new website designed around user journeys for three core audiences — athletes, sponsors, and supporters.

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Through animation, motion, and storytelling, the site brought LouLou’s mission to life, giving visitors a clear path to engage, donate, or apply.

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We then captured the emotion behind the brand through video and photography, profiling the athletes and the energy of the foundation in action. This content powered the launch of a six-week awareness campaign — supported by a hero brand film and social amplification — designed to grow reach, visibility, and sponsorship interest.


The Result:
A Brand Built to Inspire and Scale

Within weeks of launch, the refreshed LouLou brand began building meaningful momentum. Engagement increased as audiences spent more time connecting with athlete stories, campaign content, and foundation updates, while sponsor interest and athlete sign-ups grew organically. Video-led storytelling drove strong awareness across social channels, creating emotional connection and visibility. More than a relaunch, the new brand and digital platform provide LouLou with a future-ready foundation — designed to grow, engage, and empower the next generation of athletes.
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