SHS

Challenge

For 25 years, SHS has been at the forefront of housing transformation, viewing housing not just as a basic need but as a fundamental right essential to personal and community well-being. However, the SHS logo and visual identity had become dated and no longer reflected the organization’s refreshed brand positioning. Additionally, with their multidisciplinary team working across three distinct practice areas, the sub-brands needed greater autonomy to showcase this breadth of expertise as a key differentiator.

Solution

We applied a human-centred strategy, conducting qualitative interviews with SHS staff, clients, partners, and municipal representatives to capture a 360° view of brand perceptions and opportunities. A workshop and working session with the SHS team further clarified the organization’s Why, How, and What—shaping a brand identity rooted in real experiences and shared aspirations. The resulting work explored the idea of intersections and the possibilities created when overlapping stories, disciplines, and philosophies come together. Innovation. Development. Policy. Infinite possibilities emerge in the spaces where these disciplines intersect. Our creative treatments embraced these ideas through overlapping shapes and layered imagery. The new logo features an elegant, custom typeface with a subtle nod to housing, revealed in the negative space. This same shape became an icon within the sub-brand logos. A custom icon set completed the brand identity, designed for use across a refreshed website and branded materials.