bie Zefke is a daytime shelter for homeless people located in Sittard [Zitterd]. The shelter is a safe space that represents a living room, in which homeless people are provided with a hot meal and a warm, welcoming space in which they can spend the day.
We have proudly taken on the rebranding of the ‘bie Zefke’,
a foundation for homelessness, as our non-profit project of 2023.
bie Zefke wants to be celebrated by the homeless and by the town of Sittard, for taking homeless off the streets. bie Zefke is looking for sponsors in order to grow as a foundation. The perception of the residents is that homeless people cause nuisance. To reach their goals, they need brand awareness and a positive image, which Chapters created by rebranding the foundation and changing its perception.
Our strategy for bie Zefke was to rebrand the image of the foundation.
bie Zefke was not clearly visible in the town – and the branding that did exist felt sad and subdued. bie Zefke was in dire need of a make-over!
By repositioning and rebranding bie Zefke, we created more visibility for the foundation. More homeless are made aware and make use of the day-time shelter, which keeps them off the streets. On the other hand, creating brand awareness throughout the town gives the homeless a more positive visibility.
In our concept, we gave a voice to the homeless by colouring their world.
In the rebranding of bie Zefke, we chose warm, inviting colours that reflect the atmosphere of the day-time shelter.
If the homeless are treated with kindness, they actually add colour to the town.
We changed the subtitle of bie Zefke into ‘huiskamer van Zitterd’, which translates to ‘living room of Sittard’. By rebranding the shelter into a living room for the homeless, we repositioned the space – making it more accessible for the homeless and more acceptable for the residents.
To promote bie Zefke throughout the town, we created a colourful, hip, and remarkable poster campaign that stands out in the streets.
At first glance these posters look like an advertisement for an event, triggering the onlooker. When the posters message becomes clear, it is received through a positive image.
In the design, we created a new logo for the brand name.
A logo that represents the foundation as a whole – a little rough around the edges, but warm and approachable. bie Zefke is our long-term partner.
We are currently working on an exhibition that will be on display throughout the town. The exhibition tells the stories of the homeless and shares their images, in order to include them in the town of Sittard and to create inclusivity.
