Covenant
House

Rebrand

Covenant House is a shelter that provides help and care to homeless youth in the Americas. The rebrand of Covenant House solves the problems of lack of connection with the audience and weak brand voice of the existing brand. The new identity creates an approachable brand that resonates with youth on the street and builds confidence that Covenant House is a safe place to go for help. 

Branding Design

Branding

Background

Covenant House is the largest privately funded agency in the Americas providing shelter, food, immediate crisis care, and an array of other services to homeless and runaway youth.
In addition to basic needs, Covenant House provides care to homeless youth aged 14–20, designed to transition them into independent adulthood free from the risk of future homelessness.

Challenge

The existing brand identity lacks connection with the audience as the image style is very dark and despairing, and sometimes includes babies in the images while the target audience being youth aged 14-20. It is also very inconsistent in different applications, making the brand unreliable and weak to convey their values.

Rebrand

A brand that is caring, secure, and inclusive.

Create an approachable brand that resonates with youth on the street and builds confidence that Covenant House is a safe place to go.

Logo Sketches

The new logo