New look charity takes to the street

Camden-based charity Broadway, which works with London’s homeless, today unveils a revamped identity by Interbrand that will signpost the organisation’s future ethos and strategic direction.

The consultancy has helped to define Broadway’s vision, mission and values in a field dominated by the activities of higher profile charities like Shelter and Centrepoint.

Broadway’s work will now be based around the positioning ‘every single person finds and keeps a home’, with a street signage-style logo suggesting the ‘journey’ individuals can make with the charity’s support.

Broadway was formed in April last year out of the merger of Riverpoint and the Housing Services Agency. According to fundraising and communications manager Sara Wood, both organisations had strong reputations.

‘But we now need to attract [newer] audiences while keeping our existing donors and supporters on side,’ she explains. ‘When we looked at how other homeless charities are communicating, we found the messages the homeless sector often gives off are quite negative. [By contrast], our style looks at individual [stories].’

Interbrand was appointed last summer by Broadway chief executive Howard Sinclair, initially to offer advice, but latterly to design the marque and create a tone of voice. Broadway’s in-house team has created a website, www.broad waylondon.org, based on Interbrand guidelines.

‘The identity needed to be striking – offering hope and positivity with a human connection,’ says Interbrand senior designer Cath Edwards.