Home for Good is a charity which promotes and supports fostering and adoption. Born out of a campaign, it launched as an independent charity in 2014. Home for Good required a new brand identity to help it stand out in the marketplace, to raise awareness and to enable them to appeal to a varied range of key stakeholder groups (including fostered children, statutory organisations, individuals, churches and parents).

Home for Good wanted their brand to maintain a buoyant sensitivity alongside a welcome and professional character. Using the image of a door as a neutral, universally recognised symbol of a home at the centre of the brand, we created a full graphical language blending a cartoon-style approach with strong photography. We designed a website and suite of digital and printed literature (including brochures, stationery and appeal letters). A comprehensive brand storybook also enables and equips users to correctly communicate and express the brand.