Corporate Identity
& Awareness Campaign

Mission Services of London had quietly served the most desperate members of our community for many years, but was largely unknown as an organization. While the Men's Mission on York Street was familiar to many, the organization had no recognizable logo, and certainly the public was unaware that MSL also ran four other facilities, including a women's and children's shelter.

SC modified the cross and bible icon and integrated it with a bolder, friendly and accessible wordmark.  We concluded that the significant strength of MSL was that their doors were literally open all night to people and families in need.  We developed the positioning statement, "Always an Open Door," and extended the logo to create the impression of an open door.

The contemporary, professional logo has helped Mission Services raise considerable funds through their Scan Away Hunger campaign, and in a recent capital campaign for their new expansion to the Men's Mission.  A series of bus shelter ads, also created pro bono by SC, raised awareness of the multiple facilities operated by MSL.