The Orlando United Assistance Center offers support, resources and hope for those impacted by the Pulse tragedy. Founded as a collaboration between the City of Orlando, Orange County Government and Heart of Florida United Way, the OUAC connects individuals and families with community resources to assist with healing.
-conceptualize and implement a branding campaign to increase the visibility of OUAC and position them as a pivotal support organization
-raise awareness about the ongoing mental health impacts of Pulse in Orlando
After a series of interviews and creative exercises, we designed a campaign called "Together" and outlined a strategy concept to implement it. The campaign has included:
-social media posting
-print collateral items
-"Together We Talk" show on Facebook Live
-digital advertising & TV/radio PSA campaign
-open house event
-TV & print media visibility
Working with OUAC required our team to draw on the depth of emotion that has affected the Orlando community since Pulse, and empathize with the realities of life for the many people who have been impacted.
Through a messaging workshop held with the compassionate staff at OUAC and other audience research techniques, we developed a branding campaign with clear, simple messaging that spanned social media, live video, digital and traditional advertising, print collateral, media visibility, and more.
The Pulse tragedy deeply impacted the Hispanic, Latinx, and LGBTQ+ community. As a result, this campaign also required us to create a theme that was easily accessible for both English and Spanish audiences.
As a team, we created a series of interchangeable messages based around the word "Together" to build the idea of solidarity and resilience:
Together we are hope.
Together we are strong.
Together we are love.
Together we are Orlando.
We also produced a detailed set of brand guidelines for OUAC to share with staff members, outside contractors, and creative partners. These guidelines included an outline of the organization's mission and values, as well as logo requirements, chosen fonts, and color palettes.
To help the Orlando United Assistance Center get a "fresh look" in the community, we designed a new, simplified logo for the organization.
OUAC staff regularly attend events out in the community. They wanted to create promotional materials to display and hand out at their booth, and make available at the OUAC reception desk.
We designed an array of promotional items and facilitated printing through our partners at Bowled Over Promotions. These included a tablecloth, signage, pins, sunglasses, hand fans, brochures, an Instagram sign, and more.
Our creative process also incorporated miscellaneous branded items like this set of Together We Are Strong fans that offer visitors a free takeaway -- a great addition to any outdoor events in Orlando!
To further educate the community about the work of OUAC, the center needed takeaway materials for visitors. We created this brochure for those interested in learning more about the organization or how to get help.
When OUAC attends community events, they needed banner signage to stand out from the crowd and effectively raise awareness about OUAC and the Together campaign. We created this set of three banners to be used interchangeably at the center or at events.
social media awareness
When we began working with them, the Orlando United Assistance Center presence on social media was limited to occasional posts on their Facebook page with low visibility and little video.
We began to support the staff in the creation of their social media content, and introduced a periodic Facebook Live show called "Together We Talk", in which staff member Joél Morales interviewed local community members including Orlando Mayor Buddy Dyer, Heart of Florida United Way CEO Jeff Hayward, mental health counselor Andria Roa, and OnePulse Foundation Executive Director Barbara Poma.
social media engagement
We also designed custom die cut print signs for OUAC staff to take to local community events to help increase their offline and online visibility.
OUAC has an amazing staff and crew of volunteers that work hard helping survivors and people impacted by Pulse every day.
We were tasked to create a set of t-shirt concepts to help team members spread the word about OUAC, and designed a community-inspired graphic to meet their needs.