Luka Agency
/
Brand Identity
Settle
Project Details
Creative Direction:
Harmony, Inc.
Strategy:
Elvis Bennet
Design:
Joseph Lewis
Year
2023
Project Description
Settle is a London-based charity that takes a preventative approach to homelessness, supporting young adults at the key transition of moving into their first home after leaving the care system.
For many young people moving out is a positive decision, taken when they feel ready to live on their own, with the help of their family. However for care leavers, this transition is often unsupported and abrupt.
62% of under 25s become homeless due to a relationship breakdown, usually with their parents. The absence of those relationships means young people living independently lose essential advice and emotional support.
Through intensive 1:1 coaching around wellbeing, financial literacy and employment, Settle helps young people create long
MOVING FORWARD
Strategy
Settle approached us to create a new brand identity that reflects their innovative approach to tackling homelessness.
Our brand strategy was guided by the idea of ‘Moving Forward’, reflecting Settle's mission of empowering young people and the transformational relationships they create.
A core principle of Settle’s work is to involve young people in everything they do from programme design to decision making.
Settle approached us to create a new brand identity that reflects their innovative approach to tackling homelessness.
Our brand strategy was guided by the idea of ‘Moving Forward’, reflecting Settle's mission of empowering young people and the transformational relationships they create.
A core principle of Settle’s work is to involve young people in everything they do from programme design to decision making.
Overview
Settle approached us to create a new brand identity that reflects their innovative approach to tackling homelessness.
Our brand strategy was guided by the idea of ‘Moving Forward’, reflecting Settle's mission of empowering young people and the transformational relationships they create.
A core principle of Settle’s work is to involve young people in everything they do from programme design to decision making.
To reflect this approach, we drew inspiration from the world of streetwear to create a contemporary charity brand with young people at its core.
Settle approached us to create a new brand identity that reflects their innovative approach to tackling homelessness.
Our brand strategy was guided by the idea of ‘Moving Forward’, reflecting Settle's mission of empowering young people and the transformational relationships they create.
A core principle of Settle’s work is to involve young people in everything they do from programme design to decision making.
Artwork Info
The form of our bold, robust symbol was inspired by the blocky rooftops of London townhouses. The repetition of angular shapes conveys a sense of energy and positive direction.
We paired this symbol with an understated logotype that borrows from contemporary streetwear aesthetics, with the intentional use of bold italics to embody our ‘Moving Forward’ brand idea.
To further emulate the language of streetwear, we created a suite of logo variations to be used expressively across their brand communications.
Strategy
The Luka team are highly skilled at finding the essence of a brand and creating a visual story. From conceptual thinking to creative execution, the team brought the Handi brand to life in a really unique and ownable way. We couldn't be happier. Highly recommended.
Visual Identity
Settle’s visual identity taps into a lo-fi, street-press, youth culture design language.
Opening Night
'Javea'
2015
2500 x 1200 mm
On the third day, we left the villa and followed the salty breeze toward the water. Javea is a small seaside town on the east coast of Spain. The main promenade is lined with alfresco restaurants and market stalls and the beach is nestled between two dramatic cliffs. On the horizon is a grand pyramid mountain that could be seen for miles.
On the final night, we strolled down to the beach, our bellies full of seafood and our spirits merry from the sangria. The beach was deserted and moonbeams bounced over the rippling water. We threw our clothes onto the sand and dove into the illuminated sea. The next morning, we said goodbye to our Spanish paradise, revitalized by the healing waters of this peaceful town.
Story
At midnight, the moon appeared over the treetops and the mountain erupted; a tidal wave of light and sound bathing everyone in indigo rays and rippling frequencies. The vibrations in the ground kept our toes light and we spent the night dancing under the stars
At 5am, everyone was gathered on the hill. The mountain air was brisk so we huddled together to keep warm.
I sat in silence staring out into a dense curtain of fog, the music droning behind somewhere in the distance. My body was exhausted from the night but my mind was open and alert. Slowly the pale grey clouds melted away revealing a powder blue sky, blushing with soft apricot highlights. I watched as dark silhouettes slowly emerged from the horizon, completely hypnotised by the grandeur of these rousing giants. Finally the first ray of dawn glinted, darting across the carpet of clouds toward us and the sky was set ablaze.
850 metres above sea level in the middle of the Bulgarian wilderness, mother nature was putting on a show and I was grateful we had front row seats.
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