The Shelter House of Cards ad campaign was designed to raise awareness (and funding) of housing crisis facing the UK in the wake of the economic crash.

A key component of this campaign was the House of Cards Exhibition, which consisted of the ultimate deck of cards designed by 52 leading artists.As part of this project there was a need to create an exhibition poster.

An identity for the project had been created with the belief that a simple, typographic solution would act as a neutral counterpoint to the work of the various artists.Part of this identity involved the creation of a fifth symbol to go alongside the Heart, Spade, Club and Diamond. This symbol was a House.We paired the House with the Heart to make an ambigramic poster that not only made an emotional statement but also played into the ambigramic nature of playing cards in a premium way befitting the project.

The exhibition was a huge success – thousands visited it in person and hundreds of thousands visited it online.

Furthermore the subsequent auction and the sale of the limited edition packs of cards raised over £150,000.Overall the campaign led to a 1600% increase in the number of online discussions on homelessness issue and helped secure several new government initiatives to prevent repossession.