Progressive Housing Society is a low income housing initiative based out of Burnaby, British Columbia. The organization had a very basic style guide consisting of a logo, a blue colour palette, a specific choice of font, and a diamond pattern for brand artwork. These branding guidelines were then expanded upon in order to design a visually appealing multi page brochure and presentation folder that would aid in effectively promoting the program.
Numerous photos of homeless citizens are used throughout the project to help humanize these individuals who are often looked upon in a negative light by society. The original diamond pattern was given a more specific purpose in the context of the overall design. By applying it as a quilted pattern wrapping around the various figures, it appears as if the people in the photos are being embraced by something comforting like that of a blanket. A similar pattern is also applied to the background of the images in order to create a link between the individuals and the surroundings that they inhabit. Yellow was added to the colour palette to act as a highlight colour that could bring emphasis to certain key words or pieces of information. A series of icons were also used throughout the brochure’s layout to help communicate the program’s numerous beneficial impacts in regards to battling the issue of homelessness.
