We were asked by a rising non-profit in the Houston area to help with a website they wanted to create to attract their target audience. Check it out at streetorphans.org.

1.) Local established organizations don’t have enough resources to meet the need to help everyone. They are also not actively providing services to all homeless individuals. There were always criteria that had to be met such as religious or ethnic affiliations. We had to make sure to use unique and inclusive branding on the new website.

2.) There is a general negative perception and stigma related to the homeless population. Mention of the community was attributed to feelings of frustration and hopelessness, especially by local businesses. We wanted to showcase them as human beings with problems, like anyone else. But we also sought to brand in such a way as to differentiate messaging as more serious and less Judeo-Christian in it's approach so as to attract a younger target market to their volunteer corps and investor list.