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.
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.
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.
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.
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.
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.
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.
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.
Previous brand assets & collateral