Case Study: Home Base achieves a bold youth-focused rebrand with Futago

Home Base reaches 4 more countries and drives 50% sales growth with Futago

Home Base, a Tasmanian charity supporting at-risk youth, faced the challenge of an outdated and alienating brand name that no longer reflected its purpose-driven mission to end youth homelessness. They engaged the vendor Futago for a comprehensive rebranding project, which included renaming, brand strategy, and visual identity work, to create a more trustworthy and youth-resonant identity.

Futago developed the new name "Home Base" and created a bold, dynamic brand identity inspired by graffiti art and a confrontational tone-of-voice. This solution authentically connected with young people while maintaining the organization's serious mission. The measurable results for Home Base included a 50% growth in sales and expanding their reach to four more countries.

Home Base