The Hearth, operated by the Safe at Home Society, is a transformative permanent supportive housing initiative located in Whitehorse, Yukon. Designed to address homelessness and provide a safe, supportive environment for vulnerable individuals, The Hearth offers self-contained suites with comprehensive on-site support services. Its vision and mission focus on creating a compassionate community where everyone has access to affordable housing and necessary supports to thrive.
The challenge was to develop a brand identity for The Hearth that communicated its core values of safety, community, and support while resonating with potential occupants, funders, and the general public. The branding needed to reflect The Hearth’s commitment to cultural sensitivity, inclusivity, and its role as a beacon of hope and stability in the community.
MBDC's approach to rebranding The Hearth focused on creating a logo and a comprehensive brand guide that captured the essence of the organization's mission while resonating with its diverse stakeholders. The logo is a thoughtful amalgamation of a house (representing stability and shelter), a bird (symbolizing new beginnings and journeys), and a heart (indicating the compassion and care central to The Hearth’s operations). The colour palette utilizes warm, inviting tones that evoke feelings of comfort and positivity, and the typography is friendly and approachable, reflecting the organization's inclusive ethos.
The brand guide crafted by MBDC extends beyond simple logo usage. It outlines the application of The Hearth’s visual identity across various mediums including digital, print, and environmental graphics. This ensures consistency and coherence in all communications, from official letters to promotional materials and online content. The guide provides detailed instructions on the use of logo variations, typography, color schemes, and imagery styles to maintain brand integrity in different contexts. It also includes templates for key operational materials such as business cards, letterheads, and signage, ensuring that every point of communication reinforces The Hearth’s brand values and visual identity.
This strategic branding not only enhances The Hearth's visibility but also strengthens its ability to engage with the community, attract funding, and promote its mission effectively.
Check out The Hearth’s new brand and learn how MBDC can help you broadcast your mission effectively today!
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