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Revitalising the safety net for at-risk youth

Frontyard is the leading provider of support services for at-risk and homeless youth in Melbourne’s CBD. They provide a safe space to young people with crisis accommodation, but go far beyond that to provide physical, social and emotional services to Melbourne’s most vulnerable youth.

With a brand that dates back to 1984, Frontyard approached Blink for a full brand refresh. The challenge was to more directly connect with the young people at the centre of their work without losing the connection to Frontyard’s long history. The brand also needed to resonate with two very different audiences—homeless youth who use the services, and internal and external stakeholders with a strong connection to the original brand.

“Blink developed a new logo focused on the standalone “f” and a bold, “front yard’ wordmark that could be used in a range of contexts for the vast scope of services that Frontyard provides.”

With most users of Frontyard services in crisis or under stress, it was essential to design a clear, legible logo that was easily recognisable to its key stakeholders. There was also a strong desire to make the overall look more contemporary—to engage with their key audience and maintain the historical connection between the organisation and the Frontyard orange.

This familiar orange was combined with Blink’s modern interpretation and adaptable design in a powerful merging of old and new. Through this process we were able to create a brand that preserves the Frontyard legacy while allowing space for a new generation of young people and staff.

“Having worked on a brand refresh with Blink already, we were confident about approaching them for a more substantial rethink of a 30 year old sub-brand, and we were not disappointed. A thorough, consultative approach and a talented, easy-to-work-with team, produced a really exciting brand that was very well received. They continue to support our design needs and I can’t thank them enough.”

Nicole Roberts
Organisational Brand and Marketing, Melbourne City Mission