Formerly London Cyrenians Housing, Just first opened its doors in 1972 to those vulnerable and in need of shelter and kindness. What began as a humble soup van in Hammersmith has grown into nearly 40 properties across London, supporting over 150 residents with a dedicated team of nearly 200 staff. Just believes that everyone deserves shelter, dignity, and the opportunity to reconnect with life. Through supported housing, training, and a nurturing community, it creates spaces where people can rebuild their confidence and independence.  

The charity provides specialist care for individuals with complex needs, including mental ill health, substance misuse, and learning disabilities. Its homes are designed to foster connection, and recovery—whether through activities like baking, beekeeping or gardening.

Pentagram was appointed to create a new name and visual identity—one that reflects the charity’s evolving role in the sector, raises awareness of its vital work and attracts new talent.  

In collaboration with the client, the team explored name options and changed the charity name from London Cyrenians Housing to a simple striking name: Just.

The new brand identity followed naturally, it is pure, authoritative and humble. It expresses the very simple sentiment of regaining control of one’s life and reflects how an individual can be given space to just be, reconnect and feel centred again.

As the charity deals with such sensitive issues, the brand needs to have a quiet presence. People don’t want to live in a branded house, but with consideration and respect we can provide an identifier to help clarify who Just is and what it stands for.

The logo embodies Just’s belief that even the smallest step can be transformative. The simplicity of the circular form and typography represents the breathing space Just provides—safe, supportive, and focused on each individual’s journey. The brand’s lead colour, lemon, brings warmth and optimism, as well as a touch of the natural world, as nature often plays an important role in the process of recovery. The chosen typeface, Poppins, is open, generous in its spacing, a sans serif with rounded forms that echo the circular logo, creating a seamless visual language across all brand touchpoints. 

At Just, care is more than just a service, it’s a lived experience. The brand imagery captures genuine moments of connection: hands engaged in daily mindfulness activities, quiet gestures of support, and the relationships between staff and residents. These photographs celebrate the diversity of Just’s community, focusing on the small but powerful details that define home.  

With Pentagram’s help, Just now has a brand that clearly expresses what it does, helping it to connect with potential employees, users and the community it aims to support. In essence, a humble, pure and kind brand that reflects Just's crucial role in the world.