embraceGNV

Branding // Infographic Design

COLLABORTORS

Data Analyst Fellow: Jeremy Griffith, Engagement Fellow: Amy Kawood, User Experience Fellow: Rachel Weber

TIME FRAME

Jan. 2020 - Apr. 2020

PROJECT TYPE

Branding, Visual System, Poster Design, Layout Design

An awareness campaign that addresses different aspects of the stigmas against people experiencing homelessness.

EmbraceGNV is an awareness campaign that was developed in collaboration with all the City of Gainesville Strategic Initiative fellows to address stigmas people have against people experiencing homelessness and to propose resources to the city. The result was a fully branded campaign that consisted of 4 posters that would be displayed throughout the city. 

Background

1. FIELDWORK & RESEARCH

Initially, we wanted to propose resources for people experiencing homelessness such as lockers. After getting feedback from our supervisors and people from organizations of similar intentions, we found that many resources may not be implemented, especially in public spaces such as downtown, if public opinions are against people experiencing homelessness.

2. SURVEYS & INTERVIEWS

In response, we created a survey for the community to gage public opinion on people experiencing homelessness. We also developed an interview guide in order to interview people that are currently experiencing homelessness to get their personal stories and insights based on their experience, and what resources would be helpful for them. 

3. ANALYSIS

We analyzed our results with the help of our Data Analyst Fellow and found that we ended up with a sample size of 313 members of the community; However, our results did show bias as our sample population consisted of majority white females. This does still provide valuable information that can inform our campaign, so after analyzing the results, we found that in terms of the community, a large percentage of people were empathetic towards people experiencing homelessness, but did not know how to help. A percentage also held stigmas where they associated people experiencing homelessness as people that are on the street, lazy and not trying to get a job. 

For the interviews, the Engagement and Experience Design Fellow managed to interview 8 people that were currently experiencing homelessness and we were able to get a good amount of personal stories and insights. A lot of them directly addressed some of the misconceptions some people had and, therefore, are highlighted in our campaign.

Visual System

CONCEPT

For the overall tone of the campaign, we established that we wanted to evoke empathy and hope. The main goal for this campaign is to address pre-existing misconceptions that some people might have against people that are experiencing homelessness. We want to express the idea that these people are human just like us, but are going through a tough time and we should support changes made that would be in favor of giving them the help they need.

LOGO

The logo I developed for this campaign emphasizes the idea of embracing your neighbor through a literal and simple representation of the embrace by utilizing circles and semicircles that would be made prevalent throughout the entire campaign. This iconography then encapsulates the name of our campaign, embraceGNV.

TYPEFACES

In order to appeal to more people, the typeface chosen is a more modern font that is simple and easy to read, while maintaing a fun character through its curly letterforms.

COLOR PALETTE

For the colors, I wanted to choose colors that would evoke optimism and empathy such as the pink and orange. Blue and teal were also included as a nod to the city colors, and are also known to promote feelings of trust. 

Final Deliverables

WHAT DOES HOMELESSNESS LOOK LIKE?

Addresses the misconception that people experiencing homelessness is limited to people that are on the streets.

HOW CAN YOU HELP?

Addresses the ways people can help, the misconception that all people experiencing homelessness are just lazy, and how easy it is to become homeless.

STORIES & EXPERIENCES

Highlights the personal stories of some of the people we interviewed that are experiencing homelessness, and their insights that address the stigmas that people have against them, and others, that are going through similar hardships. 

STORIES & EXPERIENCES

A continuation from poster 3 that highlights powerful insights from the people that we interviewed.