My Home is Here Brandmark and illustrations Ad By Nicte Creative Design

My Home is Here Brandmark

Client:

Ford­Mo­men­tum! (for Kinder Insti­tute and Har­ris County)

 

Project components:

Brand­mark and sub­marks System

Brand strat­e­gy

Brand arche­types and stylescapes

Col­or psy­chol­o­gy
Brand guide­lines
Illus­tra­tion series
Cre­ative direction

Collaborators:

Ford­Mo­men­tum!

Asaku­ra Robinson

Nicte Cre­ative Design

DLA Design

Edwidge Pierre 

My Home is Here is a study 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 My Home is Here 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.

 

Click to play our AD

Ani­ma­tion by Bent Image Lab

ABOUT THE SURVEY:
This $4 mil­lion study was designed to gath­er feed­back from near­ly 18,000 res­i­dents. The results informed safe hous­ing access, com­mu­ni­ty impact, infra­struc­ture, and work through 2030. Com­mis­sioned by Har­ris Coun­ty and con­duct­ed by the Kinder Insti­tute for Urban Research.

Our Methodology

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.

The Brandmark System

As the pop­u­la­tion grows in Har­ris Coun­ty, we con­tin­u­al­ly see cul­tur­al demo­graph­ics shift­ing across the map. My Home is Here brand­mark reflects our diverse pop­u­la­tion com­ing togeth­er as a uni­fied mark. Each stem of the let­ter H rep­re­sents the cul­tur­al com­mu­ni­ties our study want­ed to con­nect with the most. We used cul­tur­al col­or psy­chol­o­gy to cre­ate con­nec­tions relat­able to each of the four mar­ket demographics.

Vision­ary Green is intend­ed to cap­ture all res­i­dents who reside in Har­ris Coun­ty. Usu­al­ly, these are the folks who say, “I’m an Amer­i­can.” They val­ue trust, pre­dictable out­comes, pro­tect­ing and improv­ing their resources, and self-preser­va­tion. They cross par­ty lines, are rep­re­sent­ed in each eth­nic group, and are invest­ed in Texas. Har­ris Coun­ty is where
their home is. They have been impact­ed by envi­ron­men­tal and eco­nom­ic shocks and seek to be a part of the solution.

Aqua Blue rep­re­sents the Hispanic/Latino cul­tur­al val­ues of flow­ing with gen­tle­ness, com­pas­sion, faith­ful­ness to open skies, and lever­ag­ing the con­tex­tu­al nature of the Span­ish lan­guage to express what Eng­lish doesn’t do. Most His­pan­ics and Lati­nos in the Unit­ed States are indige­nous to the Amer­i­c­as (North, Cen­tral, and South). Their geneal­o­gy traces back to pre-Span­ish col­o­niza­tion and car­ries cus­toms, foods, and lan­guage that tran­scend socio-polit­i­cal boundaries.

Sun­shine Yel­low con­nects with a gold hue used in Black/ African Amer­i­can cul­tures — inspir­ing hope, greater things on the hori­zon, and gen­er­a­tional strength built through shared trau­ma. While the major­i­ty of the Black pop­u­la­tion in Har­ris Coun­ty is com­prised of African Amer­i­cans, oth­er tra­di­tion­al col­ors, like pur­ple (roy­al­ty), red (pow­er),
and black (uni­ty) can imply fraternity/sorority align­ment, exclude for­eign-born Blacks (Africans, West Indi­ans, Central/South Amer­i­cans), or trig­ger sen­ti­ments that are his­tor­i­cal­ly uncollaborative.

Dynam­ic Red is a high­ly regard­ed col­or rep­re­sent­ing pros­per­i­ty, strength, and author­i­ty in many Asian cul­tures. Acknowl­edg­ment of the com­plex­i­ties of the diverse Asian nations rep­re­sent­ed in Har­ris Coun­ty shows respect. Also, using col­or to invite them to share their views as indi­vid­u­als allows us to under­stand their needs better.