At times, cause-driven branding often teeters on the edge of performative, but Kit Studio’s identity for Raise the Roof doesn’t just talk the talk, it belts it out across dancefloors, timelines, and ticketing apps alike. A new music series amplifying emerging talent across the UK and Ireland, Raise the Roof is as much about social change as it is soundwaves, with 100% of profits donated to Centrepoint UK, the country’s leading charity working to end youth homelessness.
Raise the Roof’s branding is emotionally intelligent: not just a visual system, but a social contract between culture and care.
Kit Studio’s challenge was to create a brand that could hold both the energy of a live gig and the gravity of a social issue.
Kit Studio’s challenge was to create a brand that could hold both the energy of a live gig and the gravity of a social issue, which they met with a visual identity that radiates optimism without erasing urgency. The design captures the electricity of youth culture with a sharp, clean, and mobile-forward identity that feels native to Instagram stories, Spotify playlists, and gig posters alike. It’s flexible but not generic, recognizable without being overbearing. I’m particularly fond of the house hidden in the negative space of the raised hand icon.
And that’s the magic of it. The identity doesn’t lean on cliché or charity tropes; instead, it builds a credible bridge between Centrepoint’s mission and the music scene’s hunger for meaning. It speaks to a generation that wants their nights out to stand for something and for their money to go towards worthy causes.
Chris Bounds, creative partner at Kit Studio, sums it up well: “Raise the Roof is about good vibes and great music, and it’s also about making a difference.” That ethos is baked into every component of the campaign, from the adaptive brand assets to the roll-out across platforms like DICE and Eventbrite, creating a language of belonging, energy, and action.
Raise the Roof is a reminder that design can be loud, joyful, and generous, all at once.
Kit Studio, known for their work with culture-forward brands like Square, charity: water, and the London Transport Museum, has once again proven that purpose and play can not only coexist, but they can elevate each other. Raise the Roof is a reminder that design can be loud, joyful, and generous, all at once.
In an industry where youth culture is often commodified without being cared for, this brand doesn’t just raise the roof, it raises the stakes. 100% of the profit is donated to Centrepoint UK, making Raise the Roof the most feel-good gig you’ll ever attend.
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