Cove is a new youth hostel and safe space opening up in the heart of London. The space will sleep over 100 residents and also include an event space and social chill out area for young adults. The non-profit works with teenagers and young adults who are either homeless, in between housing or looking for support to get away from a life of crime or abuse.

The challenge

Creating a visual identity that can be competitive against more established support services (such as Shelter), while striking the right balance between approachability and safety.

The solution

The whole brand revolves around the concept of the Cove as a safe and sheltering space. This allows for recognisable messaging and imagery in the various brand expressions (such as on social media, out-of-home advertising campaigns etc.), building a unique identity to distinguish Cove from its competitors. The direct tone of voice emphasises the main values of understanding and solidity of the brand to target young people who need to feel recognised and taken care of.