CLIENT:
Seed House Project
SERVICES:
Youth homelessness nonprofit launches brand voice and website grounded in whole-person approach to Housing First.
Seed House Project is an LA-based nonprofit that helps youth facing homelessness transition into adulthood through housing and personal development. Their integrated model not only houses vulnerable youth, but pairs them with the mentors and resources they need to move from survival to self-actualization.
THE CHALLENGE:
SHP came to us with a problem: their messaging was inconsistent and not landing with donors, and their website failed to tell the full story of who they are. After a thorough audit of their various communication channels and deep discovery sessions, we identified where they were losing their audience, and spotted opportunities to increase buy-in, clarify their model, and inspire support.
OUR APPROACH:
We worked with SHP to understand the youth homelessness space and craft language that aligns and resonates with donors and youth. This meant presenting their alternative and holistic solutions through the lens of Housing First and trauma-informed practice, and fixing the language they used that raised red flags with donors. We gathered our recommendations into a thorough Messaging Guidelines document that established their positioning, offered boilerplate language for various uses and audiences, clarified their approach and model in a way that was research-driven and trauma-informed, gave them frameworks for writing and storytelling, and established their brand lexicon. We also worked with SHP to turn their existing branding that they brought with them into a responsive and user-friendly website, with copy that we prepared for them with our messaging recommendations.
