Founded as a grassroots movement in 1966, Shelter, a UK social housing charity that campaigns for tenants’ rights in Britain, faces the same issues today as it did in its beginnings – namely a housing crisis that is at breaking point.

While the charity does vital work fighting for safe homes for everyone in the UK, including the 17 million people who do not have access to one, over the years the brand had lost its voice, and needed to reassert its position in the charity market. Superunion’s updated visual identity for Shelter took it back to its roots as an activist organisation.

Inspired by protest graphics, the identity takes the form of a simple toolkit that’s easy to recreate by anyone, anywhere, and is readymade to take to the streets. It includes a font designed from detailed brushstrokes, and at its heart is a bright red logo that combines the simple shape of a roof with a positive upwards arrow.

Credits:
Shelter: Fight For Home
Category: Brand Identity, Rebrand
Entrant: Design Bridge and Partners/Superunion
Client: Shelter
Creative Director: Helen Jones
Design Studio: Superunion
Creative Partner: Adrian Burton
Creative Director: Graeme Haig
Design Directors: Jonathan Brodie, Miho Aishima
Client Director: Crissie Craig
Senior Account Manager: Miki Nathan
The Corporate Practice: Ogilvy Consulting
Consulting Strategy Director: Gemma Bardsley
Typography: Thereis Studio
Type Designers: Sean Freeman, Eve Steben
Agency: Who Wot Why
Creative Directors: Jack Walker, Ali Dickinson
Creatives: Rebecca Conyngham-Hynes, Dan Scott
Business Director: Katie Savelli
Account Manager: Pippa Flood