Creative direction · Brand strategy · NarrativeStreetohome · Vancouver2026
Streetohome Chosen Family Pods
“Reframed the conversation on homelessness — from surface-level symptoms to root-cause understanding — through a communication system built for clarity, dignity and long-term engagement.”
Client
Streetohome · Vancouver
Year
2026
Discipline
Creative direction · Brand strategy · Narrative
Best for
Fundraising + Community Engagement, Creative + Brand Leadership, Executive Communications + Corporate Affairs
01Brief
Homelessness is frequently reduced to one visible outcome: lack of housing. But housing is the result, not the root. The public sees a surface-level problem while the reality is layered, systemic and deeply human. Traditional messaging reinforces that gap by oversimplifying — or by presenting the issue as unsolvable.
02Approach
- 01Built a narrative framework that shifts perception from symptoms to root causes
- 02Designed print and digital collateral for clarity and accessibility
- 03Developed messaging that humanizes without exploiting and educates without overwhelming
- 04Directed visual and communication strategy across every campaign touchpoint
03Outcomes
- Shifted perception from symptom-based thinking to root-cause awareness
- Strengthened emotional connection while holding dignity and respect
- Created clearer pathways for meaningful, long-term community engagement
Selected imagery
Click to enlarge · 58 pieces
Credits
Concept, art direction & execution - Shawn Van Daele for Streetohome · Vancouver, 2026.