Colony 47 has been providing services for unhoused and at risk young people in Tasmania for 50 years.

The name was originally chosen to reflect the idea of people coming together to build a better life. But it had become outdated as the negative connotations of the word ‘colony’ felt alienating and inappropriate.

Futago was commissioned to rename and rebrand the organisation in line with their new purpose-driven strategy to end youth homelessness.

The brand had to feel reliable and trustworthy while still reflecting the organisation’s maverick spirit. Most importantly, it had to resonate authentically with young people. We were aiming for something that would look good on a hoodie.

The journey to a new name was a detailed and nuanced process including an intensive program of youth engagement. Home Base resonated with all the key audiences – clear, to-the-point, easy to remember and sounds cool.

We developed a brand story around the core idea that everyone benefits when all young people have somewhere safe to live. Drawing people in to take responsibility for this important mission and making sure that Home Base is front of mind for anyone who needs it.

For the visual identity and tone-of-voice we swung for the fences, knowing we had a client brave enough to go for something really bold and dynamic.

We drew our inspiration from the visual and verbal language of graffiti, an art form that is freeform, participatory and dynamic. It represents youthful energy while symbolising a cohort who often feel as though they belong outside of society’s norms.

Using spray paint graphics and a range of fonts and logo variations, we created a visual system that can be both serious and irreverent, direct and playful, understood by everyone but speaking for young people first and foremost.

The tone-of-voice takes inspiration from pop-artist Barbara Kruger. Using big, bold and often confrontational statements that get to the heart of difficult issues with a wink and a nod to popular culture.