HOME Where the Heart is - A HOME from home for BIPOC creatives in London 2020

We were asked to create the visual identity for HOME, a multifunctional creative space, run and owned by photographer Ronan McKenzie. The space itself was founded to create a distinct place with a new set of understandings of how to contextualise a diverse range of artists and provide a new infrastructure for creativity in BIPOC communities.

We wanted to create an identity that embodied the feeling of Home - but what and where is home - how do you capture this, aesthetically?

We began with our overarching concept of “Where the Heart Is”. This was grounded in the idea that a home isn’t just where you are, it’s who you are, reflecting the composure of knowing you are already home wherever you are.