The purpose of this non-profit marketing campaign was to create awareness and investment from Orange County’s (OC) businesses and community in ending homelessness, increasing financial security and student success . Firstly, we developed the brand and marketing strategy for the master brand, United Way Orange County, then for its three major initiatives.

Next, we created a bold visual identity and an emotionally charged messaging platform. This was applied to a campaign including a brand guide, digital marketing and videos, social media, print and outdoor advertising, and a website. Homelessness has decreased by 17% since campaign launch.