Description:

After 50 years of supporting Tasmanians experiencing homelessness, the organisation formerly known as Colony 47 stood at a turning point. With a sharpened focus on ending youth homelessness, they faced a difficult truth: their name and identity no longer reflected who they were — or who they needed to reach.

The word ‘Colony’ had become outdated and, for many, carried uncomfortable colonial connotations. For young people — the heart of the organisation’s future — the name felt disconnected and unwelcoming. The challenge was clear: create a new brand that young people could see themselves in. One that felt authentic, empowering, and culturally relevant.

The journey began with deep listening. Workshops, interviews, and co-design sessions with young people helped shape every step. Insights quickly emerged: the new brand had to feel like something you’d want to wear on a hoodie. It had to signal safety and belonging, but also carry the energy and attitude young people respond to.
The name Home Base was the standout choice — simple, memorable, and full of meaning. It evokes safety, stability, and the sense of having a place to regroup and launch from again. Importantly, it felt immediate and relatable across all key audiences.

Visually, the identity draws on the dynamic energy of street art—specifically tagging and throw-ups—styles deeply embedded in youth culture. A flexible logo system, layered spray paint graphics, and bold, expressive typography were developed to ensure the brand could live anywhere: from social tiles to street posters to merch.
Tone of voice was just as important. Inspired by the provocative clarity of pop artist Barbara Kruger, the brand speaks with bold statements that cut through with humour, warmth, and urgency. It’s a voice that’s clear and direct, never patronising.

The launch was treated like a cultural event, not a corporate rollout. A dedicated merch line — hoodies, tees, beanies — meant that young people and staff could physically wear the brand, turning it into something visible, social, and shareable.

Since launch, the impact has been real and measurable:
• Home Base was listed among the Top 50 Tasmanian Brands within the first three months of launch.
• Young people have embraced the identity, proudly wearing Home Base merch in schools and on the streets.
• Staff engagement has lifted, with the brand becoming an unofficial uniform across the organisation.
• Community and government awareness of the mission has grown, driven by the brand’s high visibility and culturally resonant voice.

Most importantly, the new brand reflects and respects the voices of young Tasmanians. Home Base isn’t just a name change — it’s a signal of belonging, a rallying point for change, and a visible reminder that every young person deserves somewhere safe to live.