The Furzedown Project
Rebranding for a community centre focused on increasing wellbeing and reducing social isolation for people aged 50 and over.
The Furzedown Project is a social activity centre situated in the heart of the community for people aged 50 and over. Since 1975 it has been a safe space to form social connections through activities, talks, events, and home visits. It’s a diverse and welcoming community of members, volunteers, trustees and staff, working together to nurture independence, confidence and new skills.
With an updated strategy and change in language The Furzedown Project saw the opportunity to step away from their outdated logo and inconsistent branding. The new brand needed to appeal to both existing and new members, local residents and future volunteers through the use of an updated visual language and tagline.
The mark was reimagined in a lowercase format to offer a more welcoming and inviting feel, whilst the use of ligatures nod to the idea of making connections and forming relationships. The slab serif grounds the type, giving it a strong base, much like the community building. This is also supported by the placement of the mark, rooted at the bottom of applications, reflecting the grounded nature of the centre and how it supports independence, growth and development.
Supporting the mark is a simple, hand-drawn illustration style that demonstrates the human nature of the organisation and the variety of activities offered. In addition, the bright purple brings a sense of zest and life whilst keeping some continuity with Furzedown’s previous, purple brand mark. A further bright and energetic palette accompanies the core brand colour to add depth and variety to communications.
