Homeless Entrepreneur’s mission is to promote economic empowerment and poverty reduction via work and active citizenship for people living in social exclusion. In short: to turn homeless people into active citizens. It’s all about people, their stories, their dreams. This was the starting point of a new identity that resonates with more people and brings additional awareness to the brand.

By creating a space dedicated to people, inside two square brackets, we were creating a safe space in which everyone can share their unique journey and feel empowered and inspired. Homeless Entrepreneur is all about seeing what’s inside people, their story, value, talent, dreams. What they’re made of, and everything they can become and achieve. When the brackets come together, they build the “O” in “homeless” and create a brand symbol.

In its negative space, an “I” emerges from within the brackets, encapsulating the individual’s essence and serving as a reminder that no two stories are the same. The “I” takes center stage to ignite this sense of dignity and purpose. The intentional emptiness within the brackets represents a canvas that can become anything. And when we open them to tell a story, we let go of the word “homeless”, stripping it out of sense by enabling people to become active working citizens again.

With a simple but strong typography, we introduce empowerment, while the thick traits and pronounced details subtly accentuate each person’s personality.

The new visual identity broadened the spectrum of what the brand could be all about, and with a newly adapted brand signature to represent it in a better way – Made of Potential –, Homeless Entrepreneur is speaking out for its aspirations while telling a story and making its biggest purpose stand out: the search for potential in homeless people.





VISUAL IDENTITY
DESIGN SYSTEM
BRAND STRATEGY
MOTION GRAPHICS