How do you destigmatize homelessness?
The Challenge: The Downtown Women’s Center (DWC) sets out to be an advocate for ending homelessness for women. They provide permanent supportive housing and a safe and healthy community for women in the skid row area. What can we create that will help them in their mission?
The Solution: Many people view homelessness as inevitable, but DWC believes it is a societal problem. Our solution addresses many different goals within the organization, including bringing awareness, raising funds, providing job opportunities, and working to reverse the negative stigma associated with homelessness. homeMADE is a signature brand of ice cream created and produced by DWC program participants and community volunteers. Employment opportunities on the traveling ice cream truck equip the women with social and vocational skills in a supportive environment where they can rebuild self-esteem and discover talents. By purchasing the handcrafted ice creams, you contribute to breaking the cycles of chronic unemployment and homelessness for women in the Skid Row community. 100% of the proceeds support DWC programs and services.
Click here to view the full brand assessment, creative brief and style guide.
Materials created in collaboration with Soyoung Kim.