akt supports LGBTQ+ people ages 16 to 25 in the UK who are facing or experiencing homelessness or who are living in a hostile environment. Its monogram comes from the organization’s full name, the Albert Kennedy Trust. Albert was a young man who tragically died at age 16 because he could not live at home.
While rebranding akt, design agency Derek&Eric was faced with the challenge of reaching a largely disenfranchised audience who may not have access to home-based resources. Their solution literally presents the beauty and possibilities of being different. The previous identity centered on grungy, gritty street graphics, which unfortunately stressed the unhappy, uncomfortable, and unsafe nature of homelessness.
Using the colors of the LGBTQ+ flag and the counter of the letter a in the client’s name, the rebrand boldly shows many different ways to be an individual while still being part of a larger community.