Plan for the 136k
Branding + Social Media + Collateral
In 2023, an estimated 135,800 young people reached out to local councils to find safe homes, while at least double that are estimated to need support from the council to find safe housing. Despite the urgency of the problem, the UK government doesn’t have a nationwide strategy to tackle youth homelessness. That’s what the Plan for 136K campaign hopes to change. Our role was to design campaign collateral to increase awareness and help bring this issue to parliament.
Branding: Cecilia Righini
Collateral Design: Cecilia Righini and Alaïs de Saint Louvent
Accessibility, clarity and impact were of paramount importance for this campaign. We selected a bold red against a neutral backdrop, complemented by black and white text to ensure high contrast and legibility. The use of colour photographs of people was a deliberate choice to foster a connection and evoke empathy among viewers. The fonts selected, Inter and Plus Jakarta Sans, are known for their accessibility in both print and digital formats, reflecting the multifaceted needs of the campaign.
We opted for an A4 portrait format for the PDF toolkit and emphasised clarity and simplicity, in applying the brand guidelines. Each page consistently features the campaign’s logo and hashtag in the corner, maintaining brand presence. The design of the toolkit is friendly, straightforward, as wll as easy to read and navigate.
Banners and Billboards
In the banners and billboards, we condensed the key message of the campaign into a 3:1 format. To do this, we employed a clear hierarchy of elements, strategically placing the primary message in bold, dominant text to capture immediate attention. The campaign’s logo is positioned in the corner, as in the Toolkit, providing a consistent brand presence that complements rather than competes with the central message.