Homelessness is a growing crisis. On any given night across the south of England, St Mungo's provides over 2,300 people with housing and support. To keep doing what they do, St Mungo's needed their brand to work harder – to become more visible, and recognisable in a crowded sector and out on the street.
We were brought onboard to drill down into their brands effectiveness and identify what was working and what was holding them back. Working with the St Mungo's in-house design team, we built an efficient and effective renewed brand that amped up existing assets and helped them tell their story with confidence than ever.
Engagement
– Engaged and managed input from stakeholders throughout project
Discovery
– Workshops, interviews, analysis and recommendations
– Brand audit and market analysis
– Branch visits, meeting clients and immersion in support service
– Audience analysis
Strategy
– Positioning, purpose, proposition and personality
– Brand narrative
Creative
– Tone of voice
– Visual identity system
– Logo creation
– Iconography and illustration
Testing
– Quantitative and qualitative testing
Delivery
– Brand guidelines
– Collaboration/consultation with in-house design team
– Consulting and support on planning for brand launch and rollout
– Multi-channel brand awareness campaign
Better Future LONDON Design Awards 2025
Gold: Graphic Design - Identity and Branding category
Best Brand Awards 2025
Bronze: Logo and Identity categories
Communicator Awards 2025
Award of Excellence: Corporate Identity: Brand Redesign or Refresh
Better Future WORLD Design Awards 2025
Shortlisted: Graphic Design - Identity & Branding
Better Future GOV Design Awards 2025
Silver: Graphic Design - Identity & Branding
IDA International Design Awards 2024 (USA)
Honourable Mention: Brand identity
Listening and understanding
We spent a long time listening to and talking with the team at St Mungo’s and their clients, to really understand the organisation and unearth what the charity needed to achieve greater recognition and recall.
This deep dive discovery phase was gave us the foundation for the new brand strategy. Built around a new proposition, it gives St Mungo's the tools to tell their story with clarity and confidence and unites their staff and supporters behind a shared mission.
Articulating trust and excitement
Using the personality as our platform, we created a visual and verbal identity that fuses trustworthiness and attitude.
Building on what was working, we knew orange had significant brand equity, but it needed to be supported. The result is a hard working, easy to implement visual system that naturally flexes from quiet to bold.
Alongside the visual identity, we refreshed the charity’s tone of voice and messaging to sharpen their writing. Designed to flex in the same way as the visual identity, the tone of voice embodies the St Mungo's spirit.
