Superunion’s Shelter rebrand takes the social housing charity back to its activist roots. Founded in 1966 as a grassroots movement, Shelter has grown into a charity that campaigns for tenants’ rights.

Superunion was tasked with helping the organisation move away from the perception that it’s “another polite charity”. “We needed to communicate a powerful sense of cause and rallying cry through a brand idea and embed that idea across all communications,” says the studio.

Superunion took direct inspiration from real-life protest movements, creating “an aggressive brush stroke language” designed to stand out in the charity landscape, and imbued every letter of Shelter’s messaging with movement and urgency.

The studio also designed a new logo, using the same painterly brush strokes to create a bright red roof, which speaks to the charity’s mission statement that a safe home is a fundamental right.

Credits:
Shelter: Fight For Home
Category: Typography
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