With support from Le Gallais Real Estate, JAYF, a local youth homelessness charity has launched a new website and branding as part of its new digital communications strategy.
JAYF has provided accommodation to young people experiencing homelessness in Jersey since it was established as the Jersey Association for Youth and friendship in 1961.
Although rough sleeping is the most visible form of homelessness, more young people experience ‘hidden homelessness.’ Pushed to the brink, they are sleeping on sofas of family and friends or living in cars with no stability or security. Emma Roberts, JAYF Service Manager said: “The demand for accommodation is at its highest ever due to the impact of COVID and, more recently, the cost of living crisis on young people, including loss of employment, rising rent and family breakdown.
“Our new website and features such as ‘Get Help,’ ‘Moving into a place of your own’ and ‘Young People’s Resources’ will provide a platform to support our vision that all 18 to 25 year olds are aware of and have access to decent accommodation.”
Creative agency Snap secured the tender to design and build the new website and develop JAYF’s new logo and brand identity. Sam Bullock, Creative Director and Founder at Snap explained: “The logo has been created to symbolise the human, care and supported living aspects of JAYF and acts as a visual shorthand for all they stand for. The colour orange has been used to portray youth; it is warm and cosy and can be uplifting and inspiring.”
JAYF’s new strapline ‘A safe stepping stone for homeless youth’ embodies their mission to provide safe, supportive, supervised short and medium-term accommodation and a degree of stability and security to enable residents to find employment and more permanent accommodation. Words and images are an important part of JAYF’s new brand identity.
Kate Kelly, Fundraising and Marketing Manager explained: “Our message will always be clear, direct, and written in an easy to understand way. Our abbreviated name is straightforward and memorable. Hopeful headlines such as ‘Life can get better,’ paired with representative imagery aims to connect with young people and communicate the support we offer.”
JAYF is an independent charity and relies almost entirely on fundraising and donations. The current climate means engaging with supporters is now more important than ever and whether by fundraising with family and friends, making a generous donation or by enjoying an Open Garden, the new website lets people know how they can support JAYF at this challenging time. “We are incredibly grateful to Le Gallais Real Estate for their generous donation which made this possible” said Hilary Jeune, Deputy Chair, JAYF.
If you are a young person looking for help or would like to find out how you can support JAYF please visit their new website
