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. 

CH-Logo-with-name

Type

Type

Branding Design

Role

Role

Branding

Time

Time

Fall, 2018

Spring, 2019

Tools

Tools

Adobe Illustrator,
Adobe Photoshop, 
Adobe After Effects,

Adobe Illustrator,
Adobe After Effects,
Adobe Premiere Pro

Background
covenant-house-01

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.

Existing Identity

existing identity

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.

The new logo

logo-01
logo-turquoise-01
logo-coral-01
stationary mockup
envelope+cards mockup
tote bage 01
tote bag 02
roll-up banner mockup
website mockup 00
outdoor_poster-boy02
outdoor_poster-boy01
 

Other works

What Is Your NameBook Design

Spark JoyTime-Based Design

ROOMTypeface Deisgn

HKFFMotion Grpahics

ReviseProduct Design

© Jasmine Zhang 2019