Case Study: St Mary’s House of Welcome refreshes its inclusive brand identity with Today

St Mary’s House of Welcome launches a refreshed brand and website in December 2019 with Today

St Mary’s House of Welcome, a not-for-profit open access centre serving Melburnians experiencing homelessness, recognized its dated visual identity was no longer effectively conveying its community-focused values to its local community and donors. They partnered with the vendor Today to refresh their brand experience.

Today implemented a community-centred solution, using co-design workshops with staff and centre users to develop a new brand identity. The resulting system features a unique, illustrative alphabet that symbolizes strength through diversity, giving the community freedom to create its own word marks. Today applied this new identity across various materials and a new website. The modern and welcoming brand strategically sets St Mary’s apart to attract donor support while authentically reflecting the warmth of the community it serves.

St Mary’s House of Welcome