I was approached by The Salvation Army, California South Division to create a visual identity for their new campaign aimed at raising money in the central coast to combat homelessness. I worked directly with the Director of Capital Campaign to help name the campaign "Homeless to Home." This name helps signify the transition (with the word 'to') from being homeless to finding a home, which is what The Salvation Army embodies. 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 I opted for two interlocking H's with the Shield living inside the middle.
The marketing of the campaign is set to be focused on California's Central Coast (Ventura, Santa Barbara, and San Luis Obispo counties), but needs to have the scalability to be applied to projects across the whole division (San Diego, Orange, and Los Angeles counties). I mocked up potential uses for the logo to be use in conjunction with copy. These images were shown to the Director of Capital Campaign/Corporate Engagement, Director of Communications, and the Divisional Director of Development.