BRANDING: Shelter seeks shop to focus on issues

Shelter, the homelessness charity, is seeking a branding agency to create a corporate identity, as it refocuses its brand strategy to make its issues better understood.

Shelter spokesman Ben Jackson said it had focused its recent time and energy lobbying for laws to better protect homeless people.

But following the introduction of the Homelessness Act last month, the charity is planning to redirect its resources into raising public awareness of the issues it tackles and boosting its own profile.

Shelter has shortlisted several agencies and an appointment is due within a few weeks. Jackson said the name Shelter would remain, but a new logo is likely.

The branding work is part of a wider communications rethink which includes a shift away from direct marketing toward more face-to-face fundraising.

This brings to an end its relationship with WWAV Rapp Collins West.

"The real challenge is to communicate the problems more clearly," said Jackson. "It is a much broader problem than just people living on the street; it is also about hidden homelessness and housing problems in general."

A proposed merger be-tween Shelter and the charity Crisis was abandoned at the eleventh hour last year.

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