Derventio Housing Trust
Derventio Housing Trust is a lifeline for people experiencing homelessness. Understanding that homelessness can be bought about by a range of issues from poverty, mental health and addiction, to escaping domestic abuse or seeking refuge; Derventio’s unique approach is underlined by action and positivity, rather than tea and sympathy. Derventio approached us to help them better embody this compelling story – to bring new life to their brand, reinvigorating their identity to better reflect their drive and passion. A key component of their brand is people: both the amazing people they employ and the people whose lives they look to turn around. Having spotted the dual purpose of the action-oriented ‘Do’ and the icon of a person in the company name, we developed the more emotive ‘People really do matter’ strapline and made these the foundation of the new brand. There is a temptation with any brand involved in serious subject matter to gloss over the reality of the situation with happy primary colours and saccharine stock photography, as a company revolved around the reality of peoples situations, we made our primary palette reflect skin tones, and our secondary palette earthy, rich and REAL.