For some time I worked on a fresh visual language for Russia’s charity providing assistance to homeless people.
I've made 3 concepts of a visual statement for the charitable foundation in external communications.
The first concept
In the first concept, I tried to show the light that the foundation gives to the homeless. Light enveloping with its warmth, yellow like creamy butter, like the light of windows in houses at night. In the title "Helping the homeless people", homeless people are deliberately highlighted in grey as a symbol of their invisibility in society.
The second concept
The second concept about the worst time of day for a homeless person is the night and the association of oneself with the lonely moon. In the key visual, we see the moon from new moon to full moon, as a symbol of lonely people in the night and the change of the moon under their gaze.
The third concept
In the third concept, I focused on the rough broken form of the font, using the Nochlezhka's official font, but deforming it with the help of curves, thereby demonstrating the broken, distorted lives and destinies of people who stay themselves on the street.
Nochlezhka's team chose the first concept and actively used this key visual in the city and at the thematic exhibitions of the project.