In Spain, more than 33,000 people are affected by homelessness and at least 8,000 remain stably homeless.
HOGAR SÍ, together with other actors, is proposing a profound change in the system
of attention to homelessness, based on two appreaches
that of rights and that of solutions. The rights-based approach moves us away from
welfare and charity and brings us closer to promoting people’s capabilities and
overcoming the structural barriers that are at the root of the problem.
The focus on solutions pushes us to act by generating projects that are aimed at solving
the problem: access to affordable, standardized housing in a community enviroment.
With this in mind, Primero H, the first Social SOCIMI in Spain, was born.
A joint venture between HOGAR SÍ and ASOCIMI that aims to attract private
investment to improve access to housing for groups at risk of residential exclusion
and especially for people experiencing homelessness.
The role of Noduz has been to help this joint venture to become a brand that
embodied and transmitted a clear, unique and shared ambition, able to fit in
with different audiences through a coherent and aligned strategy and identity.
Hogar Sí and ASOCIMI’s decision to approach a long-standing problem in
a different way required a brand that broke with some of the traditional visual
and strategic schemes of the sector, and this served as a starting point for the project.
A clear value proposition was defined with the objective of creating a strategic
core that had the potential to attract new types of investors and partners.
Core brand values, personality and value proposition were determined based on
this shared ambition: a solution to the problem of lack of affordable housign for
people affected by homelessness and to demonstrate its viability and scalability
with the understanding that true social innovation is about using what already
works and has proven its effectiveness in favor of solving social problems.
We then translated this into a strong visual identity that conveys the values that
make up Primero H: an innovative, approachable, simple and transparent brand,
with a key ingredient, the experience of each party in each sector.
The logo, with a simple but contemporary design, with the distinctive feature
and character in the last letter of the name, the “H”, the “H” of home, of humanity
And that distinctive character is the key that opens the doors to new
opportunities for everyone, for the most needy and for each of the investors.
A brand that reflects this new strategy of social commitment and sustainable
business. A brand that seeks to appeal transversally to the different audiences
defined, whether current or potential. In addition, Noduz has designed a flexible
and easy-to-implement visual system for each of the touchpoints.
The result of the work, based on creative and strategic methodologies, is a unique
name (Primero H), a visual identity and a relevant strategy.
An innovative way to address a major problem in Spain such as homelessness
has a brand that will allow Primero H to start a journey to growth through a visual
language and a clear strategy.
