Coast Shelter is a leading not-for-profit organisation providing specialist homelessness services and support programs on the NSW Central Coast. From humble beginnings, Coast Shelter has grown into an organisation tackling the issues of homelessness, family and domestic violence, and poverty. Over the last 30 years, they have grown from one refuge in Gosford into a community housing provider with ten specialist homelessness services.

Service

Art Direction, Re-Branding, Brand Strategy, Publication Design, Print & Digital

Client

Coast Shelter

Year

2023

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Matilda Wilson Creative were responsible for the art direction of the brand, branding development, web design, print media and packaging design. This process involved a strong strategy to effectively position the brand as both modern, high end and professional. With their industry largely saturated, their visual identity needed to differentiate while their web design needed to exude their boutique service.

While unifying each of the Coast Shelter services and internal teams into one coherent brand identity was undoubtedly challenging, what we developed offers the teams a malleable and clearly formatted range of brand assets that can intuitively speak to the diverse and broad range of Coast Shelter audiences as well as a comprehensive suite of internal documents that are clear tangents of the heritage brand, reignited with a modern look and feel.

Strategy and Design Systems

Throughout the process we identified key pain points such as accessibility issues within the existing colour palette, inconsistent structures, and a lack of simplicity. Notably, our implementation of a grid model that offered 8 flexible design options for corporate communications and a succinct colour assignment as a form of digital wayfinding.

Overall, our role in repositioning Coast Shelter and transforming their brands identity has been positively received with the brands public, corporate and governmental audiences resonating with the organisations new look and feel.