These guys are a small start up non-profit dedicated to combating homlessness in the greater New York City area. They wanted to draw attention to the word "heart" inside "hearth,"and so that's what focused my explorations in creating their identity system. The heart was done in charcoal (because it looks like ash from a hearth), and the radiating lines symbolize the founders' desire to reach out to those less fortunate in their community. Black and white seemed appropriate to draw attention to the contrasting forces of poverty & hope. I picked gotham as the font because it has for me a strong, authoritative, universal feel.
This was an interesting project—they needed a poster for their first big event, but because they have no budget, it had to be something that could be printed on an 8.5 x 11 color printer. The event is a rally and sleep-out to raise money and awareness for the cause.