Context

Second Heart Homes is a non-profit that supports people experiencing homelessness with housing and skill building programs. As Second Heart Homes’ programming began to expand, they needed a memorable brand identity that would connect them with clients and funders. I collaborated with marketing agency Rough and Ready Media to develop branding and a website that clearly speaks to the organization’s core audience.

Branding

Second Heart Homes’ brand identity was crafted around the organization’s core values: compassion, empowerment, and community. 

The logo features a house and heart that symbolize not just shelter, but also community and support. The geometric design is simple to ensure the logo remains clear and impactful across various mediums and scales, from digital platforms to print materials. 

A deep purple and light green color palette was carefully determined with consideration for visual accessibility, and reflects themes of rehabilitation and growth. The header typeface, Bowlby, was selected for its imperfect edges that embody the non-judgmental values central to Second Heart Homes' mission.

Website

Connecting with clients and funders is the primary goal of the Second Heart Homes website. During research, we found that clients visit the website to learn about available resources, while funders want to understand organizational impact. To speak to both audiences, we developed a diverse set of website components that allow Second Heart Homes to clearly illustrate their programs and success stories. 

The website is photo forward in order to showcase real community members and initiatives. We incorporated a quote component to authentically capture client and collaborator experiences, and impact number graphics to show numerical data in an engaging way.

Organization

To improve the organization and accessibility of information, we created a filter system for the updates page, enabling visitors to easily navigate between blog posts, press releases, and event listings. This feature enhances user experience by simplifying the search process and ensuring that relevant content is easy to find.

We also developed accordion menus that break down Second Heart Homes' initiatives into bite-sized pieces. This allows users to easily understand the organization's initiatives, and choose when to delve deeper into specific areas of interest.