From humble beginnings serving meals and conversations, Soul Café has grown into a vital community service. With a new home on the horizon, it was time for a new identity to match their expanding impact.
The Challenge
For the people of Newcastle, Soul Café has become synonymous with the care of those in need. Starting as a
place for a warm meal and a genuine conversation, they evolved to offer greater services and support. With the relocation to a new premises also came an opportunity to rebrand the organisation to better reflect the growing
services they were providing.
Our Approach
The name Soul means so much to so many people and moving to a new location provided the perfect chance to better reflect who Soul were. OOTS worked with the Soul Team to create a Brand Strategy to develop their new personality. Soul Café evolved to Soul Hub, capturing the location as a friendly drop-in place for meals, food, clothing, hygiene, legal and medical support and more.
Key attributes of their brand personality shone through; dependable, authentic and rugged. They were the people left packing the chairs at the end of the night once the party was over. They were the ones who’d pick you up while others turned their back. From the brand work the line “A little soul goes a long way” was developed and immediately rang true with the work that was undertaken.
Then there was ‘The Big Ask’
Standing alongside a full rebrand, the OOTS team were trusted with developing a fundraising campaign to raise money to reach a lofty $1.8m target to raise money to fit out Soul Hubs new location. Armed with a toolkit that empowers others to run their own events, a communications plan and a suite of creative assets the campaign was alive, finishing with a crescendo at the Big Ask Gala Ball.
