The Shelter MK

The Brief

The Bus Shelter MK began on a converted double-decker bus, offering people experiencing homelessness somewhere safe to sleep. It was an inventive and much-needed response at a time of real crisis. Over time, the charity moved into permanent premises, broadened its support and became a year-round service helping people regain stability and move forward.

But the name no longer reflected the reality. The bus was long gone and the work had evolved significantly. Partners, funders and the wider community were left with an outdated impression that limited understanding and, at times, support. The charity needed a name and identity that expressed who they are now and the impact they make every day.

Our Approach

We worked closely with staff, trustees and key partners to understand the true heart of the organisation. A clear theme emerged. Their work gives people hope. It creates stability. It helps them build a future.

This simple truth became the foundation of the brand narrative and the charity’s new strapline: hope . stability . future.

With this in place, the new name came naturally. The Shelter MK clearly and confidently expresses what the organisation provides today. It removes confusion, builds trust and gives the charity a name that feels honest, dignified and aligned with its purpose.

Our Solution

We helped the charity define its direction and brought it to life through clear strategic thinking and considered creative work. This included:

• extensive strategic support to help the charity clarify its direction, focus priorities and shape a confident path for growth
• inspiring the team’s thinking around the next stage of their development
• the new name and strapline and relevant, clean and fresh identity
• supporting collateral to help embed the new identity
• social media templates and collateral
• brand guidelines

The Impact

The Shelter MK now communicate with clarity and credibility. As a result:

• the charity’s identity now reflects the scale and ambition of its work today
• the confusion created by the old name has been removed
• engagement with partners and funders is strengthened
• internal confidence and unity have grown
• there is a strong, simple platform in place for future growth

Above all, it reflects the critical journey the charity supports their guests on every day. From hope, to stability and then towards a future that feels possible.