Brand Strategy, Brand Identity, Photography, Collateral Design
Friendship House is a charity based in South Auckland, that has existed for over 40 years. Their aim is to empower people to create positive change in their lives, within the context of their own culture, values and aspirations. However they were not very well-known outside their community of direct users and funders and in desperate need of a change. RUN were tasked with developing an overarching brand strategy, new brand identity, and creative direction to highlight the amazing work they do. We started with a research phase including discovery workshops and one-on-one interviews with many people involved with different facets of Friendship House, including board members, government funders, employees and users. This gave us a truly unique insight and overview of the organisation, culminating in the brand direction. With respect to Tangata Whenua we consulted with our advisors during this project as there were close links to the charity, the old logo had a Māori aesthetic. With consultation we moved forward and designed a new logo. The logo mark within this clearly forms a heart, while also alluding to tukutuku patterns, which grace the walls at the charity, giving/receiving hands, angel wings, and the bricks of the Friendship House building in Manukau. A bright, bold colour palette was created, as well as photo assets of friendly, happy people, to help uplift the spirits of those who become involved with the charity.