Positioning
Situation
A brand-new Black-led, Black-focused, Black-serving non-profit housing provider needed an identity before it even had a name. We built "Daylight" — a full system led by the idea Home, held in trust: an overlapping-circles mark, a vibrant violet, coral, and gold palette, a Space Grotesk + Figtree type system, and a graphic language of shelter that carries across pitch decks, documents, and digital.
Decision
To give a not-yet-incorporated organisation the credibility to sit across the table from the City and major funders, while speaking warmly and honestly to the Black communities it exists to serve — a flexible system that signals trust and permanence and works equally in a funder pitch and a community room.
Make a Black-led housing institution feel modern, vibrant, and optimistic — never leaning on cliché — without losing the gravity the subject demands. The voice had to name hard truths and still point to what's possible.
Movement
A complete identity system — wordmark, five-colour palette, type system, and a reusable graphic language of overlapping circles, nested rings, and ascending peaks — delivered as an 11-slide funder pitch deck, a 3-page inception briefing, and a brand guide, with PPTX, Canva, and PDF kits ready to use.
