Rehousing L.A. Together is an awareness campaign to spotlight the work, and more importantly, the people behind the rehousing efforts in the Los Angeles. The campaign was launched by Los Angeles Housing Homeless Services Authority (LAHSA) in response to the city’s annual homeless count. It moves people to look beyond the numbers to understand the tangible, meaningful progress that is being made every day.
The central goal is to humanize the homeless count and to serve as a reminder that there are people and experiences behind every number. The site integrates intimate photography, videography, and audio to allow people with lived experience to tell their own stories.
The campaign’s brand pulls from LAHSA’s brand colors and uses the bold, sans-serif typography. The hero of the brand, however, is intimate photography of folks with lived experience in and around homelessness. My team and I provided creative direction to capture up-close portraiture and environmental details that paint personal, humanizing pictures of these individuals.
The website is simple and thoughtful, with the primary goal to platform the featured individuals with lived experiences recovering from and working with homelessness. The editorial approach to the layout and narrative creates an intimate feel that honors each narrative. The individuals’ stories occupy a full-screen, horizontal ‘spread’ with quotes, photography, and audio of them speaking. The narrative section is followed by a deeper look into the homeless count data accompanied by accessible data visualizations. Users can use the vertical jump navigation to toggle to different sections of the site.
Social media posts furthered the campaign’s brand and messaging with humanizing photography, information, and data visualizations.
