Sleep Right For All
Brand Identity, Website Design & Campaign Collateral
Sleep Right For All is a UK-based non-profit working to raise awareness of homelessness and support people experiencing housing insecurity in their local community.
The charity needed an initial brand identity that could be applied consistently across its website, campaigns and future marketing materials. The brief called for a visual approach that felt positive, impactful, and human, while challenging common stereotypes around homelessness.
The aim was to create a design system that would engage a millennial audience with the means or time to support the charity - through donations, volunteering, or event participation - without relying on shock tactics or pity-led messaging.
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I developed the creative direction, and concepts for Sleep Right For All.
The work was created to function as a flexible system - allowing the charity’s in-house designer to confidently roll the brand out across additional pages, campaigns, and print applications once finalised.
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The core concept centred on reframing homelessness as a circumstance, not an identity.
Rather than focusing on where people sleep, the design highlights who they are - their interests, roles, skills, and experiences - using short, human-led narratives. This approach encourages empathy and understanding without simplifying or sensationalising a complex issue.
Visually, the direction balances warmth with clarity. A restrained, modern layout system is paired with confident typography and carefully considered colour blocks to create impact without overwhelm. Photography is used to support the messaging rather than dominate it.
Content is structured to guide users from emotional connection to understanding, and then towards meaningful action - whether that’s learning more, attending events, or donating.
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The final outcome is a cohesive digital creative direction and homepage design that positions Sleep Right For All as a modern, ethical, and human-centred charity.
The system is designed to be adaptable across web, campaigns, and supporting materials, while remaining easy for internal teams to maintain and build upon.
