Our client’s efforts to help New York City’s homeless community has been so successful they expanded beyond the city to other parts of the country. To address this expansion the name was changed from "New York City Relief' to a truncated "City Relief”. Our task was to develop an identity and brand that was not city specific but still spoke to "the street”.
Using city street scape as inspiration, we customized the letterforms in the logo and developed a system to reflect the idea of navigating the maze of dealing with poverty and homelessness.
City Relief celebrated the launch of their new rebrand with a gala event.