PROJECT 01: SAFE KEEP 

How to help people struggling 
with homelessness in New York?

Picture sitting on the scorching hot summer pavement, surrounded by whatever your belongings amount to, hungry, hot, panhandling, and simultaneously ignored by hundreds that pass. This scenario is a typical day for a homeless person. 

 

As of December 2019, more than 62,000 homeless people were recorded to be sleeping each night in the New York City municipal shelter system. Experts indicated that people struggling with homelessness live in a constant state of insecurity both mentally and physically. Even though several resources are made available by all kinds of outreach services, our struggling friends are still in need. 

Insights

01

Physical and mental security both play into one's stability.

02

Lost or stolen identification 
is a common issue amongst
the homeless.

03

Verifying identification is crucial to the rehabilitation process
provided by most outreach services. 

THE SOLUTION

Safe Keep is a program that directly provides anti-theft bags to homeless persons living in New York.

Deliverables

Research

Brand Identity

Stationery

Website

Signage

Social Media

Brand Identity

Safe Keep leads with three key attributes, empathy, security, and compassion. The brand identity can be dissected into three components including typography, color, and shape. First, Paralucent bold clean sans serif, was selected for easy readability. Then after a psychological exploration of colors, blue was selected for its characterization of loyalty, and black for security. Lastly, there is the logo form itself. The shape focuses on the key attributes empathy and compassion that form the heart, and a padlock in the center to represent security.

Typography Study

Primary Type: Paralucent Bold

Secondary Type: Gotham Medium

Color Study

#FFFFFF

#000000

#C7C7C7

#2CA1F5

Security should not 
be a luxury.

mylogo_b.png
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