Creating clarity about vital community services
The Human Services Campus has provided crucial support to the Phoenix community for decades, but there was confusion about the role they play as a strategic partner working to end homelessness and their presence as a physical space for services. While their mission remains unchanged, Big Duck developed a clear, connected brand for their two related entities — Keys to Change and Key Campus — reflecting the energy and ambition of their goals, and forging stronger relationships with audiences.
Connecting the community with compassion and care
Big Duck and Keys to Change collaborated to develop brand strategy, new naming systems, taglines, and visual identities that reflect both the foundational ideas of the organization and its ambitious goals — creating systemic changes with a focus on prevention, keeping people in their homes, diverting individuals from the homelessness system, and advocating for more affordable housing. Their new brand assets reflect their belief in the power of collaboration to create solutions to end homelessness.
Remaining true to their roots
It was important to honor the history and values of Keys to Change when developing the next generation of their brand. Both new names and taglines emphasize the work being “key” to solving the larger problem and its connection to housing, as well as reinforce a phrase frequently used by their founder: “the way home.”
Leadership and collaboration
Keys to Change is now able to leverage the clarity of its new, distinct identity to tell the story of how they address homelessness from many different angles that don’t align neatly with Campus services.
