Project Ropa Identity
Project Ropa is a non-profit social enterprise that empowers the lives of individuals experiencing and transitioning out of homelessness. Their mission is to restore dignity, rekindle optimism, and fuel a sense of purpose by employing individuals transitioning out of homelessness and providing those in need with vital basic necessities.
The outreach takes to the streets of Los Angeles providing clothing, shoes, and hygiene products. They offer a unique shopping experience for the homeless, including racks stocked with multiple styles and sizes to meet their specific needs.
The Logo Concept
The varying weight of the letters in the logotype represent the diverse individuals and clothing sizes of those they’re servicing. Navy blue expresses strength and reliability to those whose living conditions are unpredictable. It’s balanced by colorful gestural strokes of paint adding an optimistic splash of color to the otherwise gray landscape the homeless face each day.
Brand Guidelines +
Along with the new identity, a system was developed for Project Ropa including brand guidelines, a social media kit, and printed materials like flyers, business cards, T-shirts, and signage. These materials act as a consistent voice building trust with both their target demographic as well as investors.
We also developed an icon set with key images related to Project Ropa’s areas of service to further unify the brand in print and on the web. A fleet of custom designed retrofitted van’s can be seen across LA bringing clean clothing, hygiene kits, and food and water directly to the homeless in the city.
Impact + Testimonial
Since Project Ropa has been operating, they have served 40,000+ men, women and families who live on the streets of Los Angeles and have distributed over 120,000 pounds of clothing. They are truly making an impact in the lives of many — and the identity, along side their physical service, is garnering awareness and trust among those they’re assisting.
Ben took the time to understand what our organization does and created a logo and brand identity that speaks to our mission in a perfect way. He asked many thoughtful questions and was detailed in his work. —Caitlin Adler, Project Ropa