The Baldwin House

Job Depth

Art Direction

Packaging Design

Logo Design

Branding

Advertising

Market

Non-Profit Organization

Audience Research

Market Research

Copywriting

Advertising

Web presence

Bringing Radical Change to care and service of Houseless Queer Youth in the united states

The Case

In the United States, 40% of youth facing homelessness identify as LGBTQ+, compared to just 7% of all youth. This specific demographic are at risk for many dangers and challenges such as human trafficking, discrimination, assault, and many more. Ever since Covid-19, many services and resources that cater to this demographic have been strained, making access to them more limited.

Insights

1) Queer Youth are disproportionately overrepresented within the homeless youth population.

2) Many already established homeless shelters do not have the necessary resources to aid queer individuals.

3) The issue of houseless queer youth is a problem that can be remedied by advocates and supporters coming together to create a protective and enriching environment.

The Solution

Create a national non-profit organization that provides shelter and services to queer homeless youth.

Comfort Above Everything

The lives of many unhoused queer youths are often filled with mental strife and hardship due to insecurity of food, shelter, and other necessities within their lives. As a result, they are often forced to grow up way before their actual age in order to ensure their survival. For the creative strategy, I decided to implement a very texture based and fluid visual style for the branding. Not only does the color, texture, and loose illustration convey a softer and caring appearance, it also conveys the ever evolving nature of the company and their commitment to adapting to needs of this impacted group as well.

Ad Campaign

When a person is in need, it takes one small missing piece to create a big impact. In this ad strategy, the connecting concept consists of line drawn imagery helping the photographed subjects through different scenarios. The strategy perfectly conveys the ethos of The Baldwin House by reinforcing the organization’s effect as an omnipresent entity that works to help Queer houseless youth to be safe and successful in a society that oppresses them.