SHELTER

Here’s a small selection from my 4+ years at Shelter, where I was Creative Lead across brand, campaigns and digital. It was a role that combined concepting, commissioning, design, creative direction and collaboration – often at speed and always with purpose.

Starting with clarity

One of the earliest and most impactful shifts I made was to simplify our brand palette – returning to the strength of red, white and black. It sounds small, but at a time when the brand had become visually diluted (especially across social), this gave us an immediate creative reset. It became the foundation for what would evolve into Shelter’s now well-established ‘red brand’ – bold, consistent and unmissable. Though the brand has moved on greatly since this point - I feel that ‘the bones’ of what was to come - were visible here, and it was so exciting to be part of that change.

Digital and design for real-world impact

I helped redesign Shelter’s website alongside the digital team – streamlining and simplifying the user journey, particularly for people in housing crisis. We prioritised low-data access and stripped out anything that didn’t serve service users in the moment they needed us most. The version of the site live today still reflects that approach.

We also developed a range of campaign landing pages and microsites – built to engage new audiences while protecting the clarity and function of our main advice offer.

Experiences, events and collaborations

I led creative on several major donor and public-facing events – including:

  • A typographic pledge wall for Shelter’s 50th anniversary, created with Anthony Burrill – a bold, 9ft installation that doubled as a follow-up touchpoint for donor stewardship.

  • An immersive theatre experience in partnership with Lemonade and Lemongrass, exploring home, precarity and human rights.

  • I also worked on The Virtual Home at the Ideal Home Show, an immersive VR experience that placed people inside the homes of Shelter clients, bringing the reality of the housing crisis to a new audience.

 

Storytelling and reaching new audiences

As part of the overhaul of Vertical Rush (Shelters then lead challenge event) - I commissioned the below sorts to capture the essence of ‘space and place’ while also encouraging sign ups and aiming to attract a wider audience while speaking to a wider brand principle around ‘home’ and what that means on a personal level.

 
 
 
 
 

Above is an example of a bespoke report created with British Gas to target a separate audience outside of shelters ‘usual’ supporter. To mark this collaboration both brands wanted to show a ‘meet in the middle’ visually - allowing for the report to stand alone without being too ‘other’.

A random selection of art work pulled from my time at shelter, including an archive piece that was strategically SO important in shifting perceptions internally.