In order to improve extreme conditions for the homeless in winter, the expertise of the homeless in relation to extreme outdoor situations is used. This results in a non-profit online store under the brand Urban Outdoor Aid (UOA), which helps them at eye level without pitying them. The implementation includes a website that goes beyond an online store and allows the target audience to learn about and interact with homeless people to create awareness. The communication relies on key visuals that connect the urban world with nature and stand out from classic fashion labels by using graphic elements from the logo and edgy, imperfect typography.
