Broad Street Love Rebrand
Brand Identity & Website Refresh
2025 Anthem Bronze Award Winner
Humanitarian Action & Services
Local Awareness Campaign
Rebranding a Philadelphia institution to reflect their ethos of healing through love
Broad Street Love (formerly Broad Street Ministry) is a Philadelphia-based nonprofit providing life-stabilizing services for people experiencing deep poverty and homelessness. After 15 years, they needed a new name and identity to reflect who they'd become: a community of healing for all people, regardless of faith or background.
When service is an act of resistance
The rebrand centered on the organization's core belief of "Radical Hospitality"– a practice of service with dignity at its core. I creative directed a visual system as bold and unapologetic as their mission: bright, graphic, and rooted in the energy of advocacy and protest. To ground this intensity, we developed a library of approachable icons and utilized authentic, human photography. All elements are anchored in connection, ensuring the identity remains as accessible as it is impactful.
Welcoming users through the digital front door
Our challenge was to build a digital experience that mirrors the organization's physical warmth for donors, volunteers, and partners. We began with an overhaul of the content strategy and UX, stripping away unnecessary messaging and creating a clear, digestible narrative. The story wasn't just about Broad Street Love's services, but their unique approach – emphasizing their mission to restore hope and self-sufficiency. The easy-to-navigate site now serves as a digital manifestation of their front door: an unapologetic and welcoming invitation for the city to stand with their neighbors.
“I am thrilled with how it all turned out and we continue to get very positive reactions. Our staff is thrilled. Our volunteers are energized. And we are already seeing a change in the kinds of conversations we can have with potential donors. My personal thanks to you and to the team for your great work on this. The outcome is terrific.”
- Peter Intermaggio, Board of Directors, Co-chair