The House of St Barnabas (HOSB), the members' club in the heart of Soho, set up to help break the cycle of homelessness, re-launches this week with an all-new brand, created by The Corner London. 

The work sees a complete overhaul of HOSB’s brand strategy, visual identity, and communications across all touchpoints.

At a time when members’ clubs have become increasingly homogenous, HOSB is genuinely different. As London’s first and only charity members’ club, they have replaced exclusivity with inclusivity and use every penny of profit to fund their mission. 

Unlike other members’ clubs, the social enterprise puts community at the heart of the organisation and The Corner’s rebrand leans into the vibrancy, eclecticism, and genuine diversity HOSB was built on – a founding belief that sparks fly when worlds collide.

The new branding lives across every facet of the club, from new social media and events listing templates, to a new website, built by digital agency Maido, and reimagined welcome packs and menus produced by L&S Printing.

Gillian Jackson, Director of Engagement, HOSB said: “We were looking for a complete overhaul of the way that we present ourselves, and The Corner have delivered that in spades! This project was all about showing how fundamentally different we are to our peers. We are elated with the final result and are so happy to finally have a brand which represents who we are."

Tom Ewart, Chief Creative Officer and Founding Partner, The Corner, said: “HOSB is different to other members clubs. It invites people in, rather than keeping them out, which in turn creates a more vibrant, eclectic atmosphere. Our new brand design aims to capture that diversity in the colour, photography, typography and language. No grey-on-grey 6pt Helvetica here. Welcome to the club that never joined the club.”