Hillside
Hillside Clubhouse are a North London charity working between Camden and Islington council wards, providing a supporting space for people with a variety of mental health difficulties.
There was a desire from new leadership to re-focus perceptions – from a place of passive sanctuary to a service actively helping people on their journey to better health and into employment.
The name Hillside no longer had any real meaning behind it, but was long established. We saw potential in it where they didn’t, using hill-climbing as an analogy for their patrons’ mental health journeys, leading to a unique messaging approach: Dropping the word ‘Clubhouse’ positioned them as a service, not a place.
We built on the hill-climbing metaphor with a logo based around a climbing pair of legs standing in for the ‘LL’, and lettering that gradually rises up.
The typography is deliberately unpolished, but full of energy. Baton has a slightly wonky quality that fitted this perfectly. Imagery and layout treatments are deliberately simple so that they can be easily adapted by Hillside patrons of all ability levels.
