Hamilton is Home is the lead brand behind a coalition of affordable housing developers in Hamilton, Ontario. Their main objective is to work towards abolishing homelessness in the City of Hamilton. For their brand identity it was important that it command attention in order to generate buzz around the homelessness crisis occurring there. Having a bold, vibrant brand aesthetic is a strategic move to garner interest from the media in an effort to acquire the financial support needed to bring about affordable housing solutions to the city.
HAMILTON IS HOME
The brand design is inspired by the framework that builds a home. In this sense, it speaks to the framework needed to come together to support and build solutions in the community in the face of homelessness. The structure is strong and layered conveying depth in the simplest way.
The rainbow of colours is inspired by a retro palette and is a strategic way to ensure the brand identity grabs the attention of those it aims to market to.
Gaining attention from the government is top priority for Hamilton is Home. As such, this retro-inspired palette is also intended to provoke a sense of nostalgia to this older demographic they are targeting.
Furthermore, the colour selection upholds the collective intention to create a brand that represents the community at large—inclusive and accepting of all.
The typeface used was deliberately selected for its monoweight stroke which mimics the line weight used in the logo design itself. This lends a cohesive feel to the design overall.
Oddly enough, the typeface is named Cabin, a suitable name for a brand committed to building homes.
For the brand overall, this typeface offers a bit more character than your standard sans serif font giving the brand a distinct and original aesthetic.