ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Category
Design for Good / Typography
Annual ID
ADC101_DFG002G
About the Work
Shelter is a social housing charity in the UK. Founded as a grassroots movement in 1966, it faces the same issues today as it did back then - a housing crisis at breaking point.
Over the decades social housing has declined, austerity has followed, and thousands of people have been made homeless. A safe home is a fundamental right for everyone and 17,000,000 people in the UK do not have one. Shelter support those who need it the most. It helps people understand their rights, confronts landlords and petitions the government.
Shelter has always been fearless in the fight for safe homes, but over the years the brand had lost its voice. With fundraising events and 100+ high street shops (UK), it had become another polite charity. We re-positioned them an activist organisation to demonstrate to the UK that Shelter is standing up to the housing crisis by saying ENOUGH IS ENOUGH.
We took Shelter back to its roots. Inspired by protest, we created an aggressive brush stroke visual language - designed to positively disrupt. Shelter has started a movement; they needed a universal symbol to represent their fight. We created a new logo comprising a red arrow combining the iconic shape of a roof with a positive upwards arrow.
A font was designed and developed from detailed brush strokes to capture the real movement and urgency in each letter. It gives Shelter a voice to redact and amend words - to turn negatives into positives. Furthermore, shapes and graphic devices were created to intervene, highlight issues and take a stance.
It’s a simple toolkit that exists in the hands of the people who use it the most and empowers supporters take their message to the streets. Everyone can be an activist and part of the solution.
Over the decades social housing has declined, austerity has followed, and thousands of people have been made homeless. A safe home is a fundamental right for everyone and 17,000,000 people in the UK do not have one. Shelter support those who need it the most. It helps people understand their rights, confronts landlords and petitions the government.
Shelter has always been fearless in the fight for safe homes, but over the years the brand had lost its voice. With fundraising events and 100+ high street shops (UK), it had become another polite charity. We re-positioned them an activist organisation to demonstrate to the UK that Shelter is standing up to the housing crisis by saying ENOUGH IS ENOUGH.
We took Shelter back to its roots. Inspired by protest, we created an aggressive brush stroke visual language - designed to positively disrupt. Shelter has started a movement; they needed a universal symbol to represent their fight. We created a new logo comprising a red arrow combining the iconic shape of a roof with a positive upwards arrow.
A font was designed and developed from detailed brush strokes to capture the real movement and urgency in each letter. It gives Shelter a voice to redact and amend words - to turn negatives into positives. Furthermore, shapes and graphic devices were created to intervene, highlight issues and take a stance.
It’s a simple toolkit that exists in the hands of the people who use it the most and empowers supporters take their message to the streets. Everyone can be an activist and part of the solution.
2022 Awards
Total Points: 45
Gold Cube
Credits
Agency
Superunion / London
Who Wot Why / London
Design Firm
THERE IS STUDIO / London
Client / Brand
Shelter / London
Creative Director
Ali Dickinson
Graeme Haig
Helen Jones
Jack Walker
Designer
Scott Waring
Photographer
Tom Cockram
Producer
Christian Lobo
Typographer
Eve Steben
Sean Freeman
Creative
Dan Scott
Rebecca Coyngham-Hynes
Design Director
Jonathan Brodie
Miho Aishima
Managing Director
Aisling Ryan
Marketing Manager
Erin Wolson
Account Manager
Pippa Flood
Brand Lead
Ariel Haber
Business Director
Katie Savelli
Client Director
Crissie Craig
Consulting Strategy Director
Gemma Bardsley
Copy Lead
Helle Tumbridge
Creative Lead
Fiona McKenzie
Creative Partner
Adrian Burton
ECD & Founder
Sean Thompson
Head of Marketing
Willow Williams
Senior Account Manager
Niki Nathan
Strategy Partner
Joanna Dann
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