Forster Communications develops StreetLink brand with homeless charities

Forster Communications' brief was to create a memorable and compelling brand that will encourage the public to take action when they notice someone sleeping rough. The agency carried out extensive research consulting with a number of stakeholders including social workers, police, experts from homeless charities and members of the public. This information was then fed into the brand’s look, feel and messaging.

Following a competitive tender process Forster Communications developed the service name and campaign brand, as well as providing guidelines that will be applied to a range of materials to launch the campaign which goes live at the end of this year.

Benedict Knox, head of communications at Homeless Link, commented: “We were looking for an agency that had heritage in delivering strong, compelling creative ideas. The Forster Communications team have done just that, converting the insights they drew from the initial stakeholder consultation, into a bold new brand.”

Creative project director at Forster Communications, Gillian Daines, added: “In order for the initiative to be successful the brand must have a strong and memorable visual identity so that it is easily recalled when someone vulnerable is spotted, as well as being compelling enough to encourage genuine behaviour change.

“By carrying out research with both the public and stakeholders we were able to consider a number of issues that contributed towards our delivering campaign brand that clearly communicates the StreetLink service and resonates with the public.”