Eva’s is more than a shelter…
Eva’s gives Toronto’s street youth a fresh start
Regardless of race, religion, or sexuality, Eva’s is a safe place for homeless youth to build there skills they need to achieve their goals. Eva’s works collaboratively with homeless and at-risk youth to help them reach their potential to lead productive, self-sufficient and healthy lives by providing safe shelter and a range of services.
The problem? No one knew Eva’s, or what they do.
Eva's needed help telling their story and creating awareness for the amazing work being done – and in the end driving an increase in online donations.
Eva’s Branding
Positioning and Identity
Eva's needed a new brand that provided clarity, strength and alignment to their purpose.
They are an approachable organization with a holistic vision. The branding reflects that. Simple type, clean design, and a message that makes Eva’s purpose clear to potential donors.
The "house" symbol is a representation of a safe place to stay for youth, and a space to have their voices heard once again.
Eva’s Website
Responsive Multi-Device Applications
Visit the website at evas.ca
Homepage POV Experience
Eva’s immersive Homepage experience focuses on three real stories of Eva’s youth. Each of the narratives is told from the viewer’s point of view, forcing the audience to experience the real life situations that left some of Toronto’s youth homeless. A powerful story unfolds in steps, as an emotional falling out occurs. Later, the story resolves to a positive transformation through one of Eva’s programs.
Eva’s Integrated Campaign
Print and Out of Home
The branding and website were only the foundation of Eva’s brand challenge. Eva's needed a campaign that overcame the typical idea of a “poverty and charity”.
The “Fresh Start” campaign did just that. It highlighted the dramatic change that can happen in the life of a homeless or at-risk youth when they are given a second chance – a fresh start.
The campaign shared stories of formerly homeless youth who participated in programs and services at Eva’s that helped them secure employment and independent living. It was a digital campaign that extended into print, out-of-home and radio. The campaign has received positive attention from Marketing Magazine as well as Strategy.
Street level posters to be displayed throughout the city.
Restroom posters in restaurants and bars throughout Toronto.
Magazine ads in publications such as Maclean’s, Chatelaine, Hello Canada, and Flare.
Video billboards in Yonge and Dundas Square.
Eva’s branding out in the world
Eva’s Brand Styleguide
Credits
I was responsible for creative direction and development of Eva’s new brand through every stage of execution. I developed the brand identity, art-directed the website redesign, and was heavily involved in concept development, creative direction and production of all campaign elements.
EVA’S CREATIVE TEAM
Agency: Mirum // Associate Creative Director: Oleksandra Korobova // Art Direction & Design: Oleksandra Korobova, Corey Litvak, Stu Brown // Copywriting: Sara Abuzinadah