We developed a bold new visual and verbal identity for the Henry Smith Foundation to support their strategic ambition to become a more relational, externally focused, and impact-driven organisation.

The move from “Charity” to “Foundation” reflects a shift in funding priorities placing greater focus on long-term partnerships, deeper collaboration, and supporting people through life’s toughest transitions. The new name brings greater clarity and confidence to how the Foundation communicates its purpose.

At the core of the identity is a bold logotype featuring a human shape, a reminder that people sit at the centre of everything the Foundation does.

Typography plays a key role in the brand system. Built around clarity and accessibility, the typographic palette uses Basier Narrow SemiBold for display a bold, modern choice that reinforces the Foundation’s assured and purposeful tone.

It's a photography-led brand, using authentic imagery to build understanding, support, and emotional connections. The photography captures the real-life impact of the Foundation’s work always human, always honest.

“We now have a brand that feels authentic and ambitious. It reimagines what effective, community-led funding looks like, capturing our renewed focus and reflecting not just how we look, but our values and how we want to work."

Ellen Rowland
Head of Communications

OPX Studio
Design District
13 Soames Walk
London, SE10 0AX