Socks for the Streets
Warmth and connection to stay.
As a Philadelphia resident, the homelessness and addiction crisis are things that I encounter nearly everyday—which is why I chose this nonprofit for a speculative rebrand.
Socks for the Street (SFTS) is an entirely volunteer-run nonprofit, whose volunteers are passionate, dedicated, and live to serve the mission. They meet those in need where they are.
SFTS volunteers pictured at a local event, with founder Declan Cassidy (far right).I was deeply struck by Declan Cassidy,
who founded SFTS at the age of 10 with
his family in 2019. Years later, Declan is
still putting together food packs, fundraisers, community events and
inspires many everyday.
My goal was to visually elevate this brand, boost recognition, and raise awareness
for this amazing group of people who are doing incredibly necessary work.
Considering a brand rationale, I decided to focus on the non-judgemental compassion that is the through-line of this organization. To reflect that, I built a soft, bubbly typographic system, and humanized the logo as a friendly, cheerful mascot in itself.
By giving a new face to the original SFTS sock character, the visual language successfully depicts the community’s resilience and strength.
All avenues were considered in this rebrand, from digital presence right down to the socks themselves.
