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There’s one thing we all have in common regardless of our background—we don’t choose what we’re born into. Unfortunately, many young people out there face challenges many of us have never experienced, like homelessness and trafficking. But they are also so much more than the labels they’re given.

For over four decades, Covenant House has housed over a million young people in difficult situations. Their Continuum of Care model means that help doesn’t stop at a meal and a bed, it extends far beyond that with things like therapy and job support. They believe in short-term care with long-term benefits—and that everyone deserves unconditional love and respect.

THE CHALLENGE: How do you rebrand one of the most well-known and big-hearted shelter networks while adapting their religious roots for a more agnostic, younger audience?

THE SOLUTION: Make it a brand that celebrates doing, not just donating, by activating entire communities to get involved. Help shift the narrative around homelessness and trafficking once and for all by letting local young people tell their own stories.

FUN FACT: Did you know that the one and only Rachel Brosnahan aka Mrs. Maisel aka my absolute muse is on the board of directors of this incredible brand? Be still my fangirling 🌟

AGENCY: R/GA

ROLE: Senior Verbal Designer

RESPONSIBILITIES: Brand concepts, brand voice, copywriting, playbook/brand guidelines, social media writing

*Some images may be for proof of concept. Do not reproduce.