Emmaus has launched a refreshed brand across the UK, marking a new chapter for the homelessness charity.
Developed through three years of consultation with residents, staff, supporters and partners, the new identity will help Emmaus raise awareness of its work supporting people to rebuild their lives after homelessness.
This marks the start of an exciting new chapter for Emmaus.
Across the UK, we are introducing a refreshed brand, including a new visual identity and updated language that will help us better communicate who we are, what we do and the impact we have.
If you’ve already seen our new brand film, you’ll have had a glimpse of what this moment represents for us. If not, you can watch it below.
While our look may be changing, the heart of Emmaus remains exactly the same. Our mission continues to guide everything we do: there for every step of the journey out of homelessness.
The values that define Emmaus – community, dignity, purpose and belonging – remain at the centre of our work, just as they always have.
Why we refreshed our brand
In 2022, the Emmaus federation agreed a new strategy for the years ahead. One of its key priorities was that we needed to “shout louder” about our work.
Over the past three years, we have listened carefully to the people who know Emmaus best – residents, staff, supporters, donors, volunteers and retail customers – to understand how we could better communicate the difference Emmaus makes.
What we heard was clear.
Many people did not fully understand who Emmaus is or how our model works.
Even some people who supported us found our previous brand unclear. That feedback helped shape the refreshed brand we are launching today.
This new identity is designed to help more people discover Emmaus, understand our work and stand alongside us as we support people out of homelessness.
The Emmaus approach
Across the UK, Emmaus supports around 1,000 people every year who are experiencing or at risk of homelessness.
Our communities provide more than accommodation. They offer a place to call home, alongside tailored support and opportunities to gain valuable work experience.
Together, these things help people rebuild their lives with confidence and purpose.
Emmaus communities are also deeply connected to their local areas.
Through charity shops, social enterprises and community activities, they create opportunities for people to develop skills, build relationships and contribute to the communities where they live.
Why this matters now
Homelessness is rising across the UK.
Record numbers of people are rough sleeping or living in temporary accommodation, while many others are facing housing insecurity or are at risk of losing their homes.
At a time like this, it is more important than ever that people understand what Emmaus is and how our model works.
A stronger and more recognisable brand will help us reach more supporters, raise more awareness and ultimately support more people to rebuild their lives after homelessness.
Built through collaboration
This refreshed brand is the result of three years of research, consultation and collaboration across the Emmaus federation.
Almost 3,000 pieces of feedback were gathered throughout the process from companions, staff, volunteers, supporters and members of the public.
People with lived experience of homelessness played a central role in shaping the language and ideas behind the new identity.
This has always been their brand as much as anyone else’s.
Looking ahead
For me, this moment is about much more than a new logo or visual identity. It’s about giving Emmaus the platform it needs to grow its impact in the years ahead. It’s about ensuring that more people understand our unique approach to supporting people out of homelessness. And ultimately, it’s about helping more people rebuild their lives. As you see the new Emmaus brand across our work, I hope you recognise everything that Emmaus has always been — and everything we are determined to become.
Same mission. Same values. Louder voice.
Charlotte Talbott, Chief Executive, Emmaus UK