Creating a Purpose-Led Charity Brand that Drives Community Support
Client
Pheed Philly
Sector
Charity, Community Support and Social Impact
Services
Brand development
Illustration systems
Signage design
Volunteer merchandise
Social rollout
Overview
Pheed Philly operates at the intersection of homelessness, food insecurity and community support in Philadelphia. Their work is deeply human, often sensitive, and rooted in dignity, trust and care.
The challenge was to create a brand that could mobilise support, engage young people and partner organisations, and communicate clearly across the city, without exploiting the individuals the charity exists to protect. Traditional charity imagery was not appropriate. The brand needed to feel hopeful, empathetic and active, while respecting privacy and lived experience.
Engage Convert partnered with Pheed Philly to build a complete brand system that could communicate with warmth and clarity, operate confidently in public spaces, and support a growing network of volunteers, partners and safe locations across the city.
Overview
Pheed Philly operates at the intersection of homelessness, food insecurity and community support in Philadelphia. Their work is deeply human, often sensitive, and rooted in dignity, trust and care.
The challenge was to create a brand that could mobilise support, engage young people and partner organisations, and communicate clearly across the city, without exploiting the individuals the charity exists to protect.
Traditional charity imagery was not appropriate. The brand needed to feel hopeful, empathetic and active, while respecting privacy and lived experience.
Engage Convert partnered with Pheed Philly to build a complete brand system that could communicate with warmth and clarity, operate confidently in public spaces, and support a growing network of volunteers, partners and safe locations across the city.
Creating a Brand
with Purpose
clear, confident brand framework,
empowering the organisation to
communicate its vision, build trust with
partners and supporters, and create a
platform capable of driving meaningful
community impact.
Using Creativity with
Empathy and Love
charity to tell authentic stories without
exploiting vulnerable individuals, providing a
compassionate visual language that
protects dignity, inspires support and helps
partner businesses proudly show their role
within the Pheed Philly sanctuary network.
Driving Real Impact
recognisable visual system strengthened
Pheed Philly’s ability to mobilise stores,
engage donors and reach people in need,
amplifying the charity’s presence across the
city and supporting its mission to deliver
safety, nourishment and community to
Philadelphia’s homeless population.
What we Delivered
A Purpose-Built Brand Identity
We created a complete brand identity designed specifically for a sensitive social context. Visual decisions were guided by empathy, accessibility and dignity, ensuring the brand communicates care and action without relying on imagery that could feel intrusive or exploitative.
The identity was designed to feel optimistic, human and rooted in the city of Philadelphia.
Illustration as an Ethical
Storytelling Tool
The illustration system was designed to be expressive, flexible and recognisable across digital, print and physical environments.
A City-Wide Signposting System
To support Pheed Philly’s sanctuary and support network, we designed a sticker and signage system that allows local businesses to clearly signal they are safe, supportive spaces. These assets were created to be instantly recognisable, welcoming and easy to deploy across the city.
This system helps translate the charity’s mission into something visible and practical at street level.
Merchandise That Encourages Participation
These assets help spread awareness organically while reinforcing a sense of belonging and shared purpose.
Built to Mobilise and Grow
Every element of the brand was designed to be used in motion, across social media, local partnerships, volunteer activity and city-based initiatives. The system gives Pheed Philly the tools to communicate quickly, clearly and compassionately as their work expands.
