Home Aid - Brand Design

Brand Identity
Digital Marketing
Print Design 
Print Management 
Illustration
Signage
Copywriting
Motion
Interior Space

Mural: Thomas Paints

Sprucing up the nest.

Home Aid are much-loved local charity in Bathgate who have been providing furniture to those in need in the West Lothian community for over 30 years. Along with supporting the most vulnerable, they also champion the reuse of furniture and white goods for everyone, benefiting the environment by keeping perfectly good furniture out of landfill and finding it a new home.

Building on their previous organic growth as a business, in 2019 we began the process of a brand refresh and new visual identity which would help Home Aid achieve its future ambitions and help it present as a credible and professional charity.

Original logo

Solid foundations

A crucial first step with this project was to engage with all of the Home Aid staff. We held a brand research workshop session which along with explaining the rebranding process and why it was needed, we had an open discussion to get true insight from the team along with feedback on our core questions. The output of this discussion was a breakdown of the audience segments, agreed statements of the aims and realities of Home Aid and clarity of the overarching ‘Why’.

This buy-in from the staff allowed us to push our ideas further and produce a brand identity with charm that still communicates the key messages.

Alternative brand lockups

Responsive Logo Set

Typography: GT Walsheim

Aye, it’s the one with the big bird.”

This is how Home Aid have become known in the local West Lothian area.

Taking our inspiration from all those little pigeons who continually build nests for their young, we used this to laterally represent the home but at the same time creating a strong visual hook and easily recognisable brand identity. To extend the idea further the colour palette was taken from the plumage a pigeon displays and the “twigs” visual assets represents both the building blocks that make up a home and also the range of items that customers can rummage through in the Home Aid charity thrift shop and warehouse.

So far, our little set of pigeon characters has gotten everyone in West Lothian into a bit of a flap. Sorry.

Rolling it out

Having established the overall brand identity look and feel we designed and production managed the full suite of marketing collateral including stationary, Thank you cards, clothes tags, social skins and van livery. Looking at both the main warehouse and thrift shop exterior and interior design, bringing both buildings to life with considered signage an impactful wall mural and complete refits for both of the retail locations.

Brand New Recognition

Brand New is an extensive resource updated daily with the latest and most note-worthy logo, identity, and branding projects.

It’s currently the largest and most well-regarded website that covers branding, and in 2022 the Home Aid rebrand was featured.

Not only were we delighted to be featured at all, but both the opinion of Brand New’s founder, Armin Vit, and the positive comments received (below) was incredibly humbling.

To have a small charity brand from Bathgate featured in the same company as work from some of the biggest brands in the world by some of the biggest agencies in the world really makes all he hard work worth it.

In addition, the pigeon icon itself came 11th in Brand New’s Best in Icons 2022.