Homeless to Home

Your car shouldn't have to be your home. The Salvation Army, Southern California Division needed to create a visual identity for their new campaign aimed at raising money in the central coast of California to combat homelessness. We worked directly with the Director of Capital Campaign to help name the campaign "Homeless to Home" to signify the transition (with the word 'to') from being homeless to finding a home.

Further, we finalized the tagline of the campaign to be "Home Again." The tagline is a strong, powerful statement that suggests that the individual's state of homelessness is temporary. This tagline will be used in conjunction with other statements like "Before Home" and "Transitioning Home." The branding around the campaign needed to live within The Salvation Army's already internationally recognized brand, so we opted for two interlocking H's with the Army's Shield living inside the middle.

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What we’ve done

• Designed the branding of the campaign and stayed cohesive with the non-profit's existing branding
• Wrote taglines and additional verbiage to be used across the campaign
• Implemented a Brand Guide for both the internal marketing team and any contracted teams to follow
• Focused the initial branding on California's Central Coast (Ventura, Santa Barbara, and San Luis Obispo counties), but maintained scalability for future projects across the whole division (San Diego, Orange, and Los Angeles counties)