This year, San Francisco is grappling with 8,324 homeless individuals, a 7% increase since 2022. Although there are about 35,600 affordable housing units, 17,565 low-income households still lack access to affordable housing.

SITUATION

San Francisco launched its ‘Housing For All’ strategy to address the growing homeless population. The strategy aims to build 82,000 homes, including 46,000 affordable units by 2031 through specific policies and funding strategies.

This is my senior capstone project completed at Art Center under the guidance of brand professor’s Lauren Cantor, Petrula Vrontrikis, Gerardo Herrera, and Susan Gornell.

OVERVIEW

A lack of visibility and awareness around the Housing For All strategy, especially amongst young voters who are highly concerned with housing affordability.

PROBLEM

To make it easy for young voters to understand the relationship between Housing For All and housing policies.

NEED

A social media campaign named AH. - short for ‘Affordable Housing’ - designed to connect with Generation Z voters in San Francisco and inspire them to support housing policies, boosting the city’s affordable housing efforts.

THE BIG IDEA

Key Selling Points:

Prioritizing affordable housing for low-income residents.
Permanent solutions to homelessness
Equitable funding and public-private partnerships.

HOUSING FOR ALL SUMMARY

Threats:

High Construction costs
Community Opposition (NIMBYism)
Insufficient Funding

Trends:

Health and Wellness
Urbanization
Affordable Housing Crisis

AUDIENCE

Generation Z voters of San Francisco

KEY GEN Z. CONSUMER STATS

41 Million

41 Million total members of Generation Z will be eligible to vote in 2024.

8 Seconds

8 seconds is the alleged attention span for generation Zers.

3 Hours

The average Gen Zer averages 3 hours daily on social media.

CONSUMER TENSIONS

What makes it difficult to want to vote?

Effort and Time

The extensive research and complex ballot initiatives needed to become an informed voter creates a daunting cognitive load.

What pushes you away from caring about a campaign?

Propaganda

Difficulty finding unbiased, trustworthy resources, combined with doubts over campaign authenticity and polarizing rhetoric, fuels uncertainty.

Frame our key messaging, tone of voice, and visual identity in a way that demonstrates genuine commitement?

Communicate the problem and call to action in a digestible, truthful, and impactful manner via social media?

HOW MIGHT WE…?

Utilize campaign tactics to create visibility of the problem and mobilize engagement?

Blue Ocean Analysis: Leveraging impactful visuals and a strong social media presence has been effective in boosting both publicity and engagement, making it especially relevant for my Generation Z-focused social media campaign.

BRAND STRATEGY

Landscape Analysis: Social media campaigns that inspire ways to utilize effective key messaging via social media.

* Third-party images, text, and logos are the property of their respective rightsholders. They are intended for educational purposes as part of a student presentation and are used for demonstration only.*

Brand Values:

BRAND ARCHITECTURE

Purpose:

To inspire a society that values the health, housing, and happiness of humanity.

Brand Belief:

Change begins with small steps. The first step is making sure people are informed about what’s truly happening and how they can contribute.

Positioning:

We are the only transformational community that is committed to openly activating the youth electorate to vote and dramatically expand the city’s affordable housing efforts.

Tagline:

All for humanity

Logo Mark:

BRAND IDENTITY

‘AH’ stands for Affordable Housing. The sound of the word ‘ah’ symbolizes the urgency of addressing SF’s housing affordability crisis. It’s simple and clean form is designed to effectively catch the eye and highlight key messages.

Logo is used to highlight images and complement body copy and headlines. The logo can be green or red and used interchangeably depending on what creates the best contrast.

Green represents growth and new beginnings. Red conveys energy and strength, capturing attention and creating a sense of urgency. White adds a touch of cleanliness and neutrality.

Color:

Social Media - Instagram

BRAND APPLICATIONS

#E46364

#C3DEAC

#0E2429

#FFFFFF

Gotham is the chosen font, embodying simplicity, boldness, and impact. Its clean, strong lines ensure readability and confidently reflects the campaign’s commitment to straightforward and impactful communication.

Typography:

Imagery is not meant to be overly dramatic nor evoke guilt or sadness. Instead, I chose images that demonstrate warmth and humanity through the connections between people.

Imagery:

The goal of designing AH. for social media is to deliver messages succinctly without requiring viewers to spend more than a few seconds reading text.

Each post should feature varied highlights of key messaging that convey the same core message without sounding repetitive. Grayscale images enhance visual contrast with logos and text colors, adding emotional depth. For TikTok, visuals should move quickly yet remain comprehensible. Sound effects play a crucial role in amplifying the message.