The Lost Boys Taskforce is a cross-sector coalition of leaders from football, education, youth work, and policy, concerned that too many boys in Britain are growing up isolated, disengaged, and vulnerable to toxic online influences. They are campaigning for a "Trusted Adult Guarantee," a non-family adult that a young person feels safe turning to when they are struggling, and needed a brand strong enough to influence politicians and drive real government funding.
I first became aware of the issue after Channel 4 released a report into Gen Z called “Trends, Truth, and Trust.” This contained some scary statistics about how Gen Z men actually viewed the world, and how they were forming these opinions. I took this to one of the directors at The Team and suggested we should do something about it. It wasn’t until we heard Alastair Campbell talk about the Lost Boys Taskforce on The Rest Is Politics that we realised there was already an organisation out there that we could support. A few calls to some choice contacts later, and we were setting up a pro-bono project.
We built a simple brand framework, logo, and visual identity rooted in direction and guidance, using arrows, wayfinding devices, and a compass as the visual foundation. The colour palette reflects trust, hope, and growth, while remaining fully accessible across government and education settings.
The Taskforce attended all major party conferences in 2025, and by the end of the year the UK government had allocated £15 million to train trusted adults across education, youth work, and sport.
