We helped HoMie define their brand architecture and strategy as a social enterprise creating pathways out of homelessness.
HoMie came to us as a startup social enterprise with two distinct brands: HoMie Street Store, an apparel brand, and Homeless of Melbourne, stories from the streets of Melbourne to promote empathy and visibility of people experiencing homelessness. We identified a need for a strategy overhaul, and delivered future focused brand architecture informed by a market survey of over 260 respondents.
The HoMie brand was streamlined in one clear direction as HoMie: a label for the streets. This product-led brand makes it easier to purchase apparel and understand how the profits of each purchase are used for social good. We delivered an updated logo and website, and continue to collaborate with their team on future entrepreneurial projects.
We realised that the HoMie brand was much more complex than it needed to be. So we initiated market research to inform the basis of HoMie’s product development and marketing.
We redefined HoMie’s online presence and two websites and Instagram accounts were merged into one to easily identify their key audience, and improve the ability to purchase from the HoMie online shop or donate to targeted campaigns.
Our market research informed HoMie’s future projects, ideas and collaborations with their existing network of DJs, artists, musicians and fashion lovers.