Helping to reduce the number of rough sleepers in Cornwall by repositioning the homeless charity St Petrocs with an authoritative, empathic and provocative brand identity and integrated campaign.
Printed & Digital Communications
At the heart of the organisation’s incumbent identity was a logo that had been drawn by one of their clients over 30 years ago when St Petrocs was established and we needed to be respectful of this heritage. Although it was quirky and personable, the logo had become passive and outdated, and was in danger of no longer representing the values of the charity, or even misrepresenting them. The identity and St Petrocs’ communications risked being overlooked and forgotten.
The new logo is an evolution and a legacy of the original as a representation of a supported, sheltered person. It’s an abstracted and refined representation of their head and shoulders — being supported and helped to transition out from homelessness. The new logo is confident and memorable. It’s simple enough to be drawn in the sand and understood in an instant.
The design reflects St Petrocs ambition to become a thought leader in the sector and repositions them as an authoritative, empathic, provocative and campaigning organisation. These tones of voice are mixed interdependently and expressed through their written and visual communications which are simple and direct but always human.
Yellow, a colour usually associated with high-vis and hazard warning, was chosen as the primary brand colour, because for too long homelessness and people that are homeless have been overlooked. That can’t go on anymore, It’s time to act.
Steve Ellis, CEO, St Petrocs:
Lois Wild, Communications Co-ordinator, St Petrocs:
As part of the comprehensive branding project, we designed a campaign for St Petrocs to raise awareness and provoke engagement from their various audience groups, focussed on the statement “Let’s End Street Homelessness in Cornwall”.
Helping Reduce Numbers of Rough Sleepers
Numbers of homeless had been growing in Cornwall and in 2016 there were unprecedented numbers of rough sleepers. Cornwall had the third highest number in the UK, after Westminster and Brighton & Hove.
In 2017 this trend was reversed. Cornwall saw the largest reduction of rough sleepers in the country, from 99 to 68, a drop of 31%. This meant a drop in the league table, from 3rd to 10th.
Reduction of Rough Sleepers in Cornwall
In part this was due to the campaign and the impact it had in raising awareness and support. More significantly however, was the impact in raising morale amongst the staff of St Petrocs. They felt valued in the work they were doing and it gave an increased impetus for them working toward ending street homelessness in Cornwall.
Feedback from our campaign was overwhelmingly positive and the impact the campaign was having — that the message was starting to be heard and people were starting to act — was a clear indication of its success. In 2018 the number of rough sleepers in Cornwall was further reduced to 53 — an incredible 46% decrease over two years!
Brand Strategy & Positioning