Brand Style and Messaging

Styles

Logo

Primary Logo

Download

Secondary Logo

Download

One Color Logo (Black)

Download

One Color Logo (White)

Download

Fonts

Headings are in Bobby Jones Regular and Brotherhood.

Body text is in Brother 1816.

Bobby Jones and Brotherhood are being custom loaded into the site. Brother 1816 is part of Adobe Typekit and comes integrated into Squarespace.

Colors

Canva Templates and Illustration Kit

All Canva templates are under the hello@findyourlens.co Canva account

• Illustration Kit

• Bill of Rights Download

• Handheld Signs

Website Templates

• Polaroids

• Polaroids for Homepage

• Protest Signs for Platform

• Resources Title Cards

• Backgrounds Small

• Backgrounds Large

Social Media Templates

• Photo Template

• Quote Template

• Platform Template

• Event Template

• Bill of Rights Template

• Sign On Template

Messaging

Website Goals

1. Create a digital home for the campaign

2. Get platform sign ons and build the coalition

3. Inspire people to take action

4. Expand the Youth Expert Board

Social Media Goals

Target Actions

• Get people to our website

• Repost our content on their feed

• DM our content to people to bring them into the movement

• Likes/shares

Purpose

• Build awareness

• Get people to take action virtually

• Reach more people

Success Metrics

Qualitative

• Be known as a resource for youth homelessness in LA

• Real world love

Quantitative

• Get more platform sign ons

• Clicks to website

• Post reach

• Getting more youth involved in the campaign

Audience

Primary Audiences

• Electeds at every level of government

• Candidates for public office

• Service providers like LAHSA

• Community leaders like Neighborhood Councils, coalitions and homeless advocates

Secondary Audiences

• Adjacent youth movements like Sunrise and climate strike

• High schoolers

• Foundations

• Celebrities and influencers, particularly those focused on youth homelessness like Miley Cyrus and Halsey

Key Messages

• Young people have unique needs

• Young people need to be at the table

• Prioritize lived experience

• Center youth voices

• We can end youth homelessness

• Addressing youth homelessness ends the cycle

• Support youth leadership for longterm change

• Youth homelessness is a racial justice issue

• Youth homelessness is an LGBTQIA justice issue

Hashtags

• #endyouthhomelessness

• #youngpeopletothefront

Content Ideas

• Stats “Did you know…”

• Memes

• Relatable stories “This could happen to anyone”

• Historical context education “Here’s how we got here…”

• Highlight Youth Board members

• Selfies with signs

• Videos of the Youth Expert Board, videos of direct action, educational videos

• Platform highlights

• Stitches/duets breaking down misinformation

• Bill of Rights

• Process (behind the scenes of the Youth Experts at work)

• Instagram takeovers