We’re excited to share the launch of Roofs to Roots, the identity and initiative we developed for the Grand Rapids Area Coalition to End Homelessness. Since 2004, the Coalition has been tackling a big idea: shifting our community from managing homelessness to effectively housing people.
Always fans of big ideas, we were thrilled when the Coalition approached us last year to help them solve some communications challenges, including:
- Persistent misinformation about homelessness
- A lack of accessible and compelling tools
- An unclear call to action
Using our approach of listening, framing, and creating, we worked with the Coalition to develop an identity, messaging, communications plan, and key tools.
Rather than branding its name, the Coalition sought an identity that would communicate a vision for the community, provide messages about the solution to homelessness (i.e., housing), and lend itself to programs as well as communications efforts. Thus, Roofs to Roots emerged and was chosen from two possible directions, with unanimous support no less—a feat we’re proud of but won’t dare promise to repeat!
In addition to creating the identity, messaging, and communications plan for the Coalition, we developed a number of tools, including:
Website
Design, web development (including content management system), copy writing. See the site in action.
Housing & Transportation Affordability Study
Information design and consultation, publication design, copy writing. Download the study.
Launch event presentation
Content development, design, copy writing.
We’re excited to continue partnering with the Coalition on its next phase of work. Be sure to watch RoofstoRoots.org to learn more and connect to this important work!