Cove - Youth Hostel Brand Identity

Cove is opening in Lewisham this summer: a safe space and hostel for young people who are homeless, in between housing, or rebuilding after crisis.

The brief called for something disruptive and eye-catching, but here's the thing: this isn't a product people should feel excited to need. So instead of loud, I went warm.

The wordmark hides a house shape inside the "O" shelter, built right into the mark itself. Bubble-rounded type, terracotta and cream tones instead of clinical blues, and a system that scales from a London billboard all the way down to Instagram content and a subtle motion identity.

A speculative project, but treated with the same rigour as a live brief.

Let me know what you think! 😊