Constructing A Brand For Homeless Youth

Client

Property Industry Foundation

Project Objective

Kate and the Property Industry Foundation came to us with a clear problem to solve. A need to develop a more easily accessible brand that makes it (a) clear what it does, (b) invites an emotional connection and (c) has a stronger affinity with individuals.

With a 25+ year heritage and industry-renowned events such as the PIF Charity Regatta, the property and construction industry was reflected strongly in the brand. However, the cause of youth homelessness was not. Along with changes to the Foundation's strategic priorities, there was a need to bring the cause to the forefront.

Introductory posters in frames on a corporate wall
Close up of black suit pocket with two colourful branded pin badges

Collective Solution

Ultimately the Property Industry Foundation is for homeless youth and the charities that provide the support and social work knowledge. The Foundations strength lies in bringing together the expertise of the Property and Construction industry to offer tangible solutions at almost half the cost.

With key audiences ranging from large corporates and small boutique businesses to individual donors, the brand needed flex. To be modern and professional to appeal to the industry and be warm to invite emotional connection for stronger affinity with the individuals involved.

Property Industry Foundation - Introductory Statement on Bright Orange Background with Logo

Following our Curiosity phase of research, group workshop, and key stakeholder interviews, the brand had strong foundations. With equity and recognition in the; Orange, the house shape and the name, it was clear these assets needed to remain.

Being fairly well-known to leading figureheads from across the industry but largely unknown to the younger generation, the brand needed modernising. To articulate what the Foundation does and who we do it for. And to effectively make it a 'Badge of Honour' for anyone involved.

Property Industry Foundation - Mission: To have a tangible impact on youth homelessness
Property Industry Foundation - Purpose Statement For Homeless Youth

We Are For Homeless Youth. This simple but powerfully flexible statement became our new purpose statement. It could work as a bold overarching declaration for the Foundation and reinforce specific programs and events. It can also proudly be adopted by our corporate industry partners or owned by individuals on a personal level.

Property Industry Foundation Flexible Purpose Statement Intro & Usage Guide

Through a simple refinement of the logo, a more decisive mark was created that made it easier to execute on a design level and quite literally became a badge of honour.

Property Industry Foundation Dark Logo on Vibrant Orange Background
Property Industry Foundation Orange Logo on Warm Grey Background
Property Industry Foundation Orange Logo on Purple Background
Property Industry Foundation - Brand Guidelines Cover
Property Industry Foundation - Brand Guidelines Large Introductory Statement
Property Industry Foundation - Brand Guidelines Photo of the Foundations partners in-front of Haven House
Property Industry Foundation - Brand Guidelines Vision statement
Property Industry Foundation - Brand Guidelines About Us copy over the top of Homeless Youth image
Property Industry Foundation - Brand Guidelines Section Cover for Brand Ingredients
Property Industry Foundation - Brand Guidelines Logo & Purpose Statement Lockup Lockup
Property Industry Foundation - Brand Guidelines Photography Rules for Homeless Youth Solutions
Property Industry Foundation - Brand Guidelines
Property Industry Foundation - Brand Guidelines Illustration Rules
Property Industry Foundation - Brand Guidelines Iconography Rules
Property Industry Foundation - Brand Guidelines Section Header Design Framework
Property Industry Foundation - Brand Guidelines Logo Placement Guardrails
Property Industry Foundation - Brand Guidelines Typography Guardrails
Property Industry Foundation - Brand Guidelines Co-Branding Guardrails

The Haven Project

A vital requirement was to bring the Foundations flagship program to the forefront. The Haven Project. With a unique funding model that taps into our property and construction industry partners' expertise. Every $1 invested is matched by $1 of in-kind donations, effectively doubling any contribution.

We commissioned illustrator Liza Rusalskaya to help us create an initial library of illustrations based on the key benefits the program provides to homeless youth. From Safety & Security to Opportunity & Education through to Network & Support.

Property Industry Foundation - the Haven Project Illustrations of a group of homeless kids supporting each other by illustrator Liza Rusalskaya
Property Industry Foundation - the Haven Project Illustrations of a male in a lounge setting by illustrator Liza Rusalskaya
Property Industry Foundation - the Haven Project Illustrations of a female in a bedroom setting by illustrator Liza Rusalskaya

This approach not only adds warmth - inviting emotional connection - it allows anonymity to potentially sensitive and personal issues, at the same time enabling the Foundation to visualise conceptual ideas and add levels of detail to the success stories with ease.

Property Industry Foundation - the Haven Project Illustrations of homeless youth in a Haven Home by illustrator Liza Rusalskaya
Property Industry Foundation - the Haven Project Illustrations of household items by illustrator Liza Rusalskaya
Property Industry Foundation - the Haven Project Illustrations of coffee and books for education by illustrator Liza Rusalskaya

Bringing It All Together

Combining all of these elements creates a flexible brand toolkit that’s suitable for the Foundations complex communication needs.

Together we've clearly articulated (a) What the Foundation does and who it does it for. (b) Invited an emotional connection through a refreshed modern design, a warm and bold colour palette, and refreshed use of photography and illustration. (c) Has a stronger affinity with individuals by making it a badge of honour to be associated with the Foundation.

We Are For Homeless Youth.

Large poster on the side of a building with large introductory statement on bright orange
A-frame illustrated poster introducing the Haven Project
Collection of branded pull-up banners & flags for promotions and events

The brand evolution has truly strengthened and simplified our story in response to our brief. Our core purpose now runs throughout everything and clarifies what we do. Overall, the brand is universally loved; it's flexible, warm but colourful, and certainly modern with a twist.

The collaborative creative process with Dean worked really well, making people understand the problem and taking them on the journey to uncover the appropriate solution. The overall outcome has set us up for future success, and it's been a pleasure working with Collective Objective.

Kate Mills ~ CEO, Property Industry Foundation

Two Enamel Pin Badges for the Property Industry Foundation. 1 the Logo & 2 I'm For Homeless Youth
Large crowd in-front of a huge branded powerpoint slide and person presenting
Desktop scene with Powerpoint slide on laptop screen and branded mug
Introductory posters in frames on a corporate wall
Still life set-up of business cards laid diagonally on bright orange background
Introductory Factsheets laid out side by side depicting design intent - pg 1
Introductory Factsheets laid out side by side depicting design intent - pg 2
Introductory Factsheets laid out side by side depicting design intent - pg 3
Women wearing a purpler t-shirt with I'm For Homeless Youth & logo printed on the front
Property Industry Foundation building details adhered to front of glazing
Group of four Taylor cadets wearing high-vis jackets with Taylor & Property Industry Foundation logos
A collection of previous Property Industry Foundation brand assets and collateral

Previous brand assets & collateral

Have a similar project in mind?

Reach out now to see how we could work together

dean@collectiveobjective.co

+61 498 187 010