A northern Alberta homeless shelter renamed itself in 2021 and needed a new logo and visual brand to represent the shelter within the community. The shelter is focused on harm reduction and offers a variety of services to people experiencing homelessness in the area. Their goal is to offer support that helps their residents find employment and permanent residency within the community. The client specifically wanted to work in a reference to the Wapiti River, mentioning the desire to include antlers. A logo was constructed that tied this natural landmark into the work the shelter was doing. A visual brand was then created to emphasize the nature connection and give a feeling of compassion, inspiration, and generosity.
