Char-t is a charity for the homeless. WPA Pinfold were approached to create a brand identity that clearly and simply communicates the work of this young charity. Char-t is a direct action charity initiative with the simple purpose of providing hope, connection and a warm drink to those who do not have a home of their own. The charity consists of a group of student volunteers who provide the homeless of Leeds with hot tea, biscuits and warm clothing - things which are especially important over the winter months. But most importantly of all, they give homeless people a sympathetic ear to show that they care.
Our approach was to create a bold and simple mark which would reproduce easily in one colour – keeping ongoing production costs to a minimum. We worked closely with the charity’s founder member, to develop a solution that had immediacy and resonance with both the target audience and volunteers alike.
The Char-t identity has been well received and has resulted in a commitment from a leading coffee brand in helping to sponsor the charity. The quintessential British tea and a friendly chat has been extremely positive for both the student volunteers and the homeless, giving the former an opportunity to lend a helping hand (and gain a richer life experience) and for the latter, a chance to have a conversation and be treated as a fellow human being, as well as receiving some much needed warmth and nourishment.