Johnson Banks and ad agency Hooper Galton are collaborating on a revamp of homeless charity Shelter’s brand, as the organisation moves to clarify perceptions of its work.
The project, which is to include a revamp of the marque and corporate literature, is due to launch next year, complemented by a ‘major [advertising] campaign’, says a Shelter spokeswoman.
According to the charity’s head of marketing Matt Goody, the revamp has been undertaken to ‘clarify what it is we do’.
‘People associate us with street homelessness, but we don’t do a great deal of work in that area. Most of our work is about bad housing and temporary accommodation and [the brand update] aims to help reposition people’s perceptions,’ he explains.
Johnson Banks creative director Michael Johnson says the organisation’s ‘typewriter-style logo’ is being reviewed and will be updated and a new positioning, not yet revealed, will also be launched.
Although street homelessness has declined in recent years, longer term homelessness remains an issue. According to Shelter, there are ‘record numbers’ of more than 90 000 homeless households in temporary accommodation and over 500 000 households in overcrowded housing in Britain.