“Nochlezhka” — the oldest non-profit charity organization in Russia that provides assistance to homeless people in finding employment, solving legal issues, food and, in general, returning to normal life. The organization is widely recognized, but its corporate identity required updating.

The organization helps people to return to a stable life, so the essence of the brand is perfectly revealed by the phrase “homelessness is not a sentence”. Nevertheless, the organization not only helps the homeless, but also tries to change public opinion about them, so the new design should be friendly and humanistic. It seemed to me that the identity of the “Nochlezhka” organization can be based on a simple but understandable sign, on a ray of light. This metaphor reflects the organization’s help in escaping from the gloomy homeless life to the better one. The beam can be a container for text or a photo. The logo became written in a grotesque font reflecting democracy, and retained the recognizable symbol of the moon. The recognizable yellow color has also been preserved and has become the main one, complemented by white and black.

Identity carriers can be various types of communication: from social media posts and internet site to street banners. It also seemed to me that the charity organization needs its own merch, the money from the sale of which could be directed to its own financing, so branded shoppers, cases, etc. appeared.

The work used photographs published in the social media of “Nochlezhka”.