My Home is Here Branding

My Home is Here is a cam­paign devel­oped to gath­er informed deci­sions about the impact of safe and afford­able homes and apart­ments in the Har­ris Coun­ty com­mu­ni­ty. The pri­ma­ry goal was to devel­op a brand that was more than a cam­paign — it need­ed to be a brand that con­nect­ed with the res­i­dents espe­cial­ly mar­gin­al­ized com­mu­ni­ties. Ford­Mo­men­tum! reached out to us because of our exper­tise in build­ing brands and visu­al com­mu­ni­ca­tion that relates to diverse com­mu­ni­ties. We worked togeth­er to devel­op a com­pre­hen­sive brand vision that allowed Har­ris Coun­ty and the Kinder Insti­tute for Urban Research to con­tin­u­al­ly use this brand as a com­mu­ni­ty con­nec­tor for future surveys.

Our project con­sist­ed of devel­op­ing a pri­ma­ry brand­mark and 4 cul­tur­al sub-marks that con­nect with spe­cif­ic cul­tur­al com­mu­ni­ties in Har­ris Coun­ty. To sup­port the brand acti­va­tion needs, we also includ­ed 30 nar­ra­tive scenes that were used across adver­tis­ing, com­mu­ni­ty acti­va­tions, sig­nage, and an ani­mat­ed cam­paign video.

My Home is Here mes­sag­ing is built upon a five-pil­lar method­ol­o­gy, devel­oped by Ford­Mo­men­tum!, Stan­dard of LOVE (STOLO): Lit­er­a­cy, Val­ues, Self-Esteem, Eco­nom­ic Pow­er, and Jus­tice. These pil­lars pro­vide direc­tion for com­mu­ni­ca­tors to cre­ate dynam­ic oppor­tu­ni­ties for indi­vid­ual and com­mu­ni­ty reflec­tion, con­nec­tion, and sus­tain­able growth. The brand posits that ser­vice to oth­ers isn’t about us; it’s about oth­ers. To guide our audi­ence in the process of iden­ti­fy­ing and artic­u­lat­ing how we can serve them, we fol­low a 3‑step sto­ry­telling tech­nique — tell them who we are, tell them who they are, and tell them who we can be togeth­er. Our nar­ra­tive arc guides audi­ences through a process of change, from indi­vid­ual to co-cre­ator in the future they want.

ABOUT THE SURVEY:

The sur­vey was com­mis­sioned by Har­ris Coun­ty and con­duct­ed by the Kinder Insti­tute for Urban Research and gath­ered feed­back from more than 17,000 res­i­dents. The results will inform safe hous­ing access, com­mu­ni­ty impact, infra­struc­ture, and work through 2030.

Har­ris Coun­ty received $1.2 bil­lion to imple­ment the results of the sur­vey, and the respons­es showed the local gov­ern­ment how to spend those funds on real estate in their neigh­bor­hood like deter­min­ing where homes need to be built or repaired, types of dwelling options that are need­ed, and main­tain­ing afford­able costs for hard­work­ing Houstonians.

OUR PROJECT COMPONENTS:
Brand­mark System
Brand Guidelines
Brand Voice & Messaging
Brand Strategy
Col­or Psychology
Stylescape
Newslet­ter Templates
Cre­ative Direction

CLIENTS:
Ford­Mo­men­tum! for Kinder Insti­tute and Har­ris County

TEAM INVOLVEMENT:
Ford­Mo­men­tum!, Asaku­ra Robin­son, Nicte Cre­ative Design, DLA Design, and Edwidge Pierre were the developers.