Safe at Home
A brand for The Hearth built on security, stability and compassion
MBDC created The Hearth’s brand for a Whitehorse supportive housing project, built around security, stability and compassion for people who need a home.
Challenge
The Hearth, run by the Safe at Home Society, is permanent supportive housing in Whitehorse: self-contained suites with on-site support, built on the belief that everyone deserves an affordable home and the help to keep it. The brand had to speak to three very different audiences at once: people who might live there, funders deciding whether to back it, and a wider public still forming an opinion. It needed to feel safe and welcoming without being sentimental, and culturally sensitive without being vague.
Solution
The logo brings together three things: a house for stability and shelter, a bird for new beginnings, and a heart for the care at the centre of the work. The colour palette is warm and inviting, and the typography is friendly rather than institutional.
The brand guide goes well past logo rules. It covers how the identity works across digital, print and environmental graphics, with guidance on logo variations, typography, colour and imagery, plus templates for the everyday things: business cards, letterhead, signage.
Results
The Hearth has an identity that works on a business card and on the side of a building, and a guide that keeps every letter, poster and sign recognizably The Hearth without anyone having to stop and ask. For a small team stretched thin, that matters more than it sounds.
