To properly tell the story through a visual identity, we needed a clear understanding of the problem, solution, and audience. We scheduled in-person brainstorms with key stakeholders to better understand their campaign goals and identify the audience and message that needed to be communicated. These discussions informed our visual exploration and helped us hone in on the correct approach.
For the logo, we wanted something unique, dynamic, and representative of the region, so we created a mark to band people together around the homelessness situation in Orange County. Ultimately, we ended up with a logo made of intertwined multicolored ribbons, symbolizing the unification of all people coming together to solve the homelessness crisis in Orange County.
To further this narrative, we chose a bold color palette to represent different people, along with the simple, sophisticated typeface Proxima Nova to keep things grounded and approachable. Most importantly, to ensure that the team could apply these design tools consistently, we created comprehensive brand guidelines for any and all creators to use going forward.
Once we had that visual foundation, we needed to bring the campaign’s key messaging to life. Through an educational landing page, we outlined the key components of the campaign and included a pledge for visitors to sign to commit to the cause, providing the perfect portal to bring the community together.