samaritans

Samaritans sought to shift perceptions from a crisis-point helpline toward a broader message of everyday emotional support. Despite strong awareness and trust, the brand risked feeling less relevant to younger audiences.

Built around the idea of connection, the identity introduces a flexible, open system from the connector within the logo to layered visual elements and accessible language, creating a brand designed to feel supportive across print, digital and outdoor media.

Featured in It’s Nice That and Design Week.