Full service agency Town Square has created a new brand identity and digital platform for Homes for Homes, an innovative funding initiative from The Big Issue that allows all Australian homeowners the chance to make a difference to solve one of Australia’s most significant social issues.
The Melbourne independent, which has worked with The Big Issue since 2016, was tasked with creating a brand that reflected the simple and transactional nature of the program as it seeks to encourage individual Australian homeowners and the residential property industry to donate.
Every night 116,000 Australians are homeless and another 1.5 million are experiencing housing stress. Homes for Homes is a community empowering solution where 0.1% of the value of the proceeds of sale on a residential property are donated by the vendor to the not-for-profit, helping fund the creation of social and affordable housing. For example, on a property sale of $750,000 a total donation of $750 would be made to Homes for Homes.
The new brand has been designed to reinforce a sense of reciprocity, highlighting how one type of home can lead to the development of another home, with the diagonal line suggesting a roofline.
With photography playing a critical role in making the brand accessible for homeowners, Melbourne based photographer Tom Blachford was engaged to celebrate the diversity of Australian homes through clean, high contrast images of Edwardian terraces, Victorian villas, post-war brick veneer and mid-century modern homes and Art Deco apartments. The Homes for Homes brand has been brought to life by Town Square online and across other marketing collateral.
Says Harry Corsham, partner at Town Square: “To get Australian homeowners behind the initiative we wanted to reinforce how any home across the country can become a fundraising vehicle to address homelessness. We have made the Homes for Homes brand simple and accessible and together with the fantastic photography of Tom Blachford, we want to encourage any homeowner who is selling their properties to make this relatively small donation to help those who don’t have a place to call home.”
Says Steven Persson, CEO at The Big Issue: “We are delighted with the new brand identity and website that Town Square has created for Homes for Homes. To be successful, this brand must resonate not just with Australian homeowners but with all the partners and intermediaries in the property ecosystem. Homes for Homes is now in a position to bring all these parties together to help address Australia’s homelessness crisis.”