Santa Monica’s Upward Bound House is a community-based non-profit organization working to eliminate homelessness. Upward Bound House shifted to focus on providing emergency and intermediate-term housing, supportive services and advocacy to families with young children facing homelessness. The organization wanted a new brand and messaging to reach those it exists to serve, as well as enlist new donors to the cause.
BrandCulture developed a new positioning, visual language and identity refinement to reflect Upward Bound House’s clarified Shared Purpose galvanized around helping families experiencing homelessness. Through a series of follow-on projects, BrandCulture worked with Upward Bound House to animate and dramatize the new brand by focusing on examples where the organization’s intervention helped families transcend temporary crises. Building on the success of the year-end appeal, UBH again turned to BrandCulture to integrate the positioning into ongoing outreach, including the creation of a unique and heartwarming series of Mother’s Day cards used in an subsequent fundraising efforts.