A message from Mick Clarke, Chief Executive
“I’ve always been very proud of our brand, but over the last few years, we’ve introduced a number of innovative new services that focus on ending homelessness for good. Our staff, volunteers and clients felt that our current brand no longer represents who we are, what we do, or how we align to our values.
We were therefore keen to develop a new logo and strapline that feels more ‘us’ – to help us stand out, be recognisable, and have more impact. Raising our brand awareness in this way will ensure that we can reach more people who have experienced homelessness, and I hope this will also have a positive impact by engaging existing and new supporters.
To help guide this project, we established a working group representing all parts of the organisation including our Experts by Experience Team (those people using our services), staff and Trustees who provided feedback and insights every step of the way. You can read more about this process in our newsletter where our Experts by Experience team talk about how important it was to be involved in this project. A genuine example of co-production in practice!
When we asked our staff and clients what The Passage means to them, they said it is ‘a place of community and compassion’. They also said that it is ‘kind, modern and values based.’ I want our updated brand to reflect the experiences of the people who are or have been a part of The Passage, and to reflect what future service users’ experiences will be.
I hope you are as excited as I am to see the how the new branding can help us develop as an organisation. And I truly hope that you will continue to support The Passage as you so kindly and generously have done over the years.”