The homeless charity Thames Reach has been a client of Imagination for several years, during which we have produced Annual Reviews and a number of print campaigns promoting awareness of the organisation and its valuable work.
In 2006, Thames Reach asked us to re-design their identity and branding. This was in the light of the decision to shorten the charity’s name from ‘Thames Reach Bondway’.
The latter had prompted some confusion with ‘Broadway’, another organisation helping the homeless. The full, four syllable name had also proven unmemorable and awkward to pronounce.
We designed a new identity and a set of corporate guidelines. The new identity makes subtle references to the Thames and the street through an ‘urban’ colour palette of grey blues.
The reflection of the word ‘home’ reinforces the nature of the charity, a meaning further articulated by a new strapline ‘Decent homes, supportive relationships and fulfilling lives’.
As part of this exercise, we developed a new website. Accessibility was integral to the design and layout, which comprised a simple grid structure. The palette of colours used in the identity was adopted for the look and feel of the website and its navigation.
The concept for the charity’s 2006 Annual Review was to show the positive side of how Thames Reach helps people out of desperate situations. It was also intended to alert readers to its efforts in general and, hopefully prompt donations.
We photographed a number of people whose experiences illustrate the work of Thames Reach. Some individuals were at the beginning of their journey towards a fulfilling life, others had reached a personal transformation. Their portraits contrasted with powerful images of harsh and desperate settings overlaid by vacant silhouettes, reinforcing the extent of the difference made by the charity.
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