Dark Horses creates brand for new Milestone sporting charity

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Dark Horses has worked with former professional cricketer and sports lawyer Chris Paget to set up a new charity called Milestone.

The agency delivered brand strategy and positioning, narrative, tone of voice, overall branding and design duties for the former Derbyshire player’s new charity.


Launching this week Milestone uses sport to raise awareness of (and normalise) the conversation around mental health; removing the stigmas that still exist in today’s society; and giving people the power and confidence to ask for help and overcome any setbacks they might be facing.

Chris was himself diagnosed with MS a few years ago and has since struggled with his mental health.

So he set up Milestone, which he hopes will introduce and re-create the familiar and positive aspects of a sports ‘dressing room’ culture – such as communication, openness, honesty, bravery, accountability and support – while battling to overcome ‘the stiff upper lip’.

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Milestone moment: Paget has set up new charity with help from Dark Horses.

Chris Paget

“Milestone was born to help those struggling with their mental health; using the power of sport to help them open up to one another”, Paget said.

“The Dark Horses team has been absolutely vital in getting the concept of Milestone to where it is now. Their ability to absolutely encapsulate what I wanted to create is incredible.

“They set the tone of voice, stitched all the pieces together and gave it direction. It is the most incredible example of creating a brand and bringing it to life.”

Alex Fearn, Senior Account Manager at Dark Horses, said: “Promoting good mental health is a subject that is very close to home for us at Dark Horses; almost as much as our knowledge and love of sport.

“So, being able to bring our own passions and expertise together to take Chris’ original brilliant idea and build a narrative and brand around it was amazing.”

Chris Paget is an English right-handed batsman and a right-arm off-break bowler who has played for Derbyshire since 2004.

Paget was the youngest ever player to line up for the Derbyshire team in the Championship.

He is also a partner at the Sports Group at Sheridan’s.