Shelter Brand

Reconnecting with a loyal audience.

Shelter

The Challenge
Shelter recently introduced a bold new brand, reflecting their equally bold message that ‘Home is Everything’.

With response rates falling, there was a concern that Shelter’s longest-standing supporters may have become disconnected with this stand-out brand. Or that they’re discouraged because the housing emergency continues, despite their ongoing support. Insight told us it’s a bit of both, so our work needed to show supporters that their donations do make a difference.

Shelter
Shelter
Shelter
Shelter

Our Solution
Just like Shelter’s brand, our creative needed to be direct, with gritty, real design and powerful messaging, but it also needed to connect with the audience. Each communication features the compelling and emotive stories of real people fighting for home – and shows how supporters are changing lives.

To highlight the conditions of people living in temporary accommodation, two appeals featured imagery from a series of ‘Real Life Roomsets’ that Shelter developed in partnership with IKEA.

Shelter
Shelter

The Results
Our first warm appeal raised over £80,000 via mailpack, emails and SMS. Not only is Shelter’s work getting noticed, but supporters are still determined to stand with those striving to end housing injustice.

Shelter
Shelter
Shelter

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