Cove
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.
My role
For this personal project, I was in charge of branding, graphic design and copywriting. I developed the brand strategy, visual identity, advertising slogans and marketing products designs, including a brand awareness advertising campaign.
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.
Brand activation
To build its profile among donors, Cove could develop a targeted email campaign focused on success stories, clearly showing the impact of donations. They could also host an annual fundraising event that leverages the sea-themed identity of the brand. This would help the non-profit distinguish itself among competitors and craft a unique and engaging experience for potential donors, boosting brand awareness and loyalty.
