The strength of difference

Challenge

24% of young homeless people identify as LGBTQ+.

Named for Albert Kennedy, a social services care leaver from Manchester who died a tragic death aged just 16, akt is a charity whose goal is to ensure that no young person should have to choose between a safe home and being who they are.

How do you create a visual system to help reach some of the most vulnerable people in society?

Solution

The existing design was deeply embedded in the harsh visual language of the streets – aggressive, distressed and grungy.

We decided to spin the narrative focus of the identity from the problem to the solution, utilising the colours of the iconic Pride flag to tell a new story about the strength of difference within a framework of supportive community.

Combined with friendly typography and a dynamic graphic system, akt now presents a vision of warmth and hope for a better future.

Skillset

Strategy

Identity

Brand Design