Imagine a World Without Homelessness
Llamau is daring to imagine a world without homelessness. In the team’s words, "we will never, ever give up" and after working closely with them on this rebrand, we can say wholeheartedly that they won't.
The charity was launched 33 years ago. Back then, their focus was to provide homeless teenagers with a safe place to stay. As the charity grew, they started to recognise the synchronicity between young people and women needing support and realised their services naturally lent themselves to both.
The way Llamau works starts and ends with their values. For them, they aren’t just a set of words that live on paper, but inform every decision they make individually and as an organisation.
...Respect. Listen. Encourage. Learn. Never give up.
In front of us was a determined, passionate and caring team with bold and ambitious values, but their brand was far from that. Although it conveyed professionalism, it was overcomplicated and serious, lacking energy and identity.
Once the strategy was sussed, we explored different design concepts that reflected this new and exciting direction. The result was a colourful, free and bold brand.
The new Llamau logo was designed using a custom-made typeface, differentiating them completely from other charities, whilst a new colour palette has been used to convey vibrancy and tenacity without being overly playful.
Using graffiti and street art as our inspiration, brush strokes have been introduced to articulate the expressive nature of the charity, paired with high contrast images.
Llamau don’t focus on crisis, they focus on hope. This new brand is just the beginning of a refreshed vision, relentless fight and a light in the dark for those who need it most.
"Working with designdough on Llamau’s rebrand has given us great results. They took the time to really understand us as an organisation – what we are trying to achieve, our personality and what makes us different to other charities. They challenged and questions our thinking to really get to the heart of Llamau. The proposed direction for our brand was one which was much more representative of us and has given us much more scope to really get across our personality and inspire people to be part of our mission in our communications. We’re now much clearer about what we want our communications to achieve as a result of the rebrand and are much more confident in challenging ourselves on the direction we’re taking with our communications" - Jenna Lewis, Director of Fundraising and Communications
UX UI Design