Serve LA
Serve LA is a non-profit seeking the renewal of Los Angeles by guiding the marginalized from suffering to flourishing and equipping others to do the same in their neighborhoods.
They serve LA by providing meals, recovery, and holistic support to the unseen among us in the city.
PROBLEM
Houselessness remains a significant issue in Los Angeles, with an estimated 66,000 individuals experiencing houselessness on any given night. In recent years, there’s been an increase in the number of those who are experiencing houselessness for the first time, further exacerbating the issue.
To help these individuals, Serve LA came to us in need of a brand identity system and brand campaign so they could raise funds and grow their volunteer program. To do this, we needed to reflect the non-profit’s aim of being place of hope and relief for those on the LA streets.
SOLUTION
In our strategy sessions, we peeled back the layers of Serve LA’s heart; to view their "guests" as just that, guests: people with dignity that are going through a tough time. Unfortunately, it is easy for society to disregard or quickly pass by these individuals in our society, which led us to the word "unseen." It became a motif that guided us through the identity design and brand campaign effort. The goal was simple, to make the unseen seen, and not perceived as a problem to fix, but as people just like you and me who need mercy.
To introduce Serve LA to the Los Angeles community, we produced a campaign video to kick off fundraising and grow Serve LA's volunteer program. Our approach was to show the non-profit’s guests as people with hopes and dreams, rather than people to solve.
Results
Since the launch of the campaign
Donations increased by
200%
Volunteers increased by
73%
“Odd Notion immediately impressed us with their expertise. They made the process easy and enjoyable—explaining their approach and providing guidance through every step of the process. As an organization that has a lot of stakeholders, they were able to navigate our various values and unify them into a cohesive direction and purpose, providing an end product we were proud to have represent us and clearly communicate our identity. Their abilities to foresee real-life usage of the brand, develop creative approaches, and push artistic boundaries are invaluable!”
– Heather Fischer, Communications Director at Serve LA
Services
Creative Direction
Brand Strategy
Brand Identity System
Launch Campaign
Brand Book
COLLABORATORS
Director & DP: Josua Fischer
Editor: Ashton Trujillo
Photographer: Evelyn Garibay-Solis
Similar Projects
A contemplative way to meditate on the Bible