Settle

Brand Identity

Kevin Tran — Creative Direction, Strategy, Brand Design
Damien Attenborough — Strategy, Verbal Identity
Rekha Dhanaram — Brand Design, Illustration

For many young people, moving out is a positive decision, taken when they feel ready to live on their own, with the support of family. For care leavers, however, this transition is often unsupported and abrupt.

62% of under-25s become homeless due to a relationship breakdown, usually with their parents — meaning young people living independently often lose access to essential advice and emotional support just when they need it most.

Background

Settle is a London-based charity taking a preventative approach to homelessness, supporting care leavers through the critical transition of moving into their first home after leaving the care system.

Through intensive one-on-one coaching on wellbeing, financial literacy and employment, Settle equips young adults with the skills, knowledge and confidence to navigate independence. By intervening early, they help reduce the cycle of homelessness and create a pathway for young people to build stable, fulfilling lives.

Brand Strategy

Settle approached us to create a new brand identity reflecting their innovative approach to tackling homelessness.

Our brand strategy was guided by the idea of 'Moving Forward', reflecting Settle's mission to empower young people through the transformational relationships they create.

Logo Design

The brand symbol was inspired by the blocky rooftops of London townhouses, with a repetition of angular shapes conveying a sense of energy and positive direction.

We paired this with an understated logotype that borrows from contemporary streetwear aesthetics, using bold italics to embody the 'Moving Forward' brand idea. To further emulate the language of streetwear, we created a suite of logo variations for expressive use across Settle's brand communications.

Visual Identity

Settle's visual identity taps into a lo-fi, street-press, youth culture design language, with a tone of voice that is honest, optimistic and empowering — grounded in authentic storytelling and uplifting messaging.

The goal was to create an unconventional charity brand that young people would feel proud to be part of, even after graduating from the programme and settling into their new homes.

“Luka's work has been exceptional and exceeded all our expectations. Strategically, they've enabled us to express who we are and differentiate ourselves in a crowded sector. The creative process was ambitious, thorough and collaborative. By reimagining our identity, we feel more confident in communicating our story and strategy to partners and funders. It’s energised our team and given the organisation a new lease of life.”

— Rich Grahame, Chief Executive