Atlanta Mission: Mid-Year Campaign
Summary
Atlanta Mission is a nonprofit located in downtown Atlanta, Georgia providing emergency shelter, rehab and recovery services, vocational training, and transitional housing for thousands of homeless men, women, and children every year. In 2018, they focused their mid-year campaign on their patrons and volunteers who choose hope together, and asked the people of Atlanta to join them in supporting their city's most vulnerable people.
DESIGN
Sara Reitenbach
Josh Feit
SERVICES
Branding
Print Design
This year's booklet featured the compelling story of Joe, a retired flight attendant who fell victim to homelessness. The booklet takes the reader through Atlanta Mission’s three-step program to tell the different chapters of Joe’s story and how he found hope again.
Images are a pillar of the Atlanta Mission brand, full of clear faces, unity, togetherness, strong light, and hope. The people here are truly what helps Atlanta Mission stand out in the crowd of nonprofits and humanitarian organizations.
With a bold and striking black and yellow brand, the challenge on our end is always how to keep Atlanta Mission's pieces fresh and differentiated from each other. This booklet was a new approach, exposing a more gentle side with softer grays, accent blues, and whites. It also included a touch of hand-scripted lettering.
A key to this being an effective design was being able to connect the reader to all of the different faces and stories of homelessness. Action comes from conviction, and conviction comes from connection.
Atlanta Mission is dedicated to fighting the stigma homelessness projected on the people of Atlanta and the United States. They do this by educating their audience about the main reasons and many situations that lead our brothers and sisters to finding themselves without a home.
Full Spread
Campaign Letter
Included with the booklet was a personalized letter to each reader. This was tucked into the back pocket folder of the book and encouraged the readers to join with Atlanta Mission's many other supporters in addressing the homelessness in their city.
Proposal Form
In addition to the booklet and campaign letter, a proposal form was included to every recipient. This was provided so that anyone who wanted to participate in Atlanta Mission's current matching gift campaign could simply fill it out and mail it back with the included return envelope.
