Background

One of Los Angeles County’s largest social services agencies, and informed by more than 60 years of work in the community, The People Concern is a leading provider of and advocate for evidence-based solutions to the multi-faceted challenges inherent in homelessness and domestic violence. The People Concern believes no one should have to live on the street or in a violent household. Their programs empower the most vulnerable among us to improve their quality of life – housed, healthy and safe – and become active participants in the community.

About the Work

David Mascarina led a brand guideline project for The People Concern, conducting in-depth interviews with stakeholders across the organization to ensure diverse voices shaped the brand’s direction. The result was a comprehensive visual brand guide that reflects the organization’s mission, values, and community-centered identity. David worked with the Communications team to review existing brand assets, templates, and guidelines, interviewed a cross-section of staff members, from various functions across departments, and conducted a stakeholder survey to collect feedback about the current state of The People Concern brand. He also developed templates that are easily configurable, and at the same time can collaborate with internal and external teams.

The result is an expanded The People Concern’s brand guide to include more collateral types—such as reports, signage, and promotional materials—while offering greater flexibility in fonts, colors, and templates for collaboration across teams. The goal is to ensure consistent messaging between the main brand and its individual programs for a unified organizational voice.