Centrepoint is the leading charity for homeless young people in the UK. Like many charities, the organisation and its responsibilities were constantly evolving, and they found it harder to define their purpose in a succinct way.

Ahead of its 40th anniversary, we began rebranding Centrepoint to bring clarity to the identity and more emotion and focus to the message. Our firm belief was that charities have to be far more direct about who they are and what they stand for. Around our single-minded proposition “Give homeless young people a future” we created a set of messages to appear on all communications.

Our new identity with its unmistakable mark – the ‘key’ to the future – clear typography and sensitive documentary photography by Claudia Janke gave the organisation a new face. Equipped with guidelines and key communication materials from fundraising invites to Annual Reviews, Centrepoint has the tools to communicate with clarity and confidence. Enabling them to make the realities of homeless life clear to a wide audience.

Brand Strategy
Brand Narrative
Logo
Brand Identity System
Brand Guidelines
Communications