Galen Ward / Strategic Branding

process:

Began capturing places I would find a decent place of shelter if I were in the scenario

to places I have seen people sleeping

like the grange area

on queen

then I thought to capture areas like Starbucks and condos, which are too busy to notice someone at times or they remove them from those places because it doesn’t work for their look/ isn’t good for business. So thinking of it as an unwanted accessory.

Then I had to think what the parameters of this would be because we don’t want people tripping over this or busting their shin on it… or do we? Would it speak to us really wanting to get these rufs off the street? 

But I reference the size of latches for water hoses. Their height and depth out from the wall seem comfortable enough to apply to around the city. 

RÜF

Liberal promises on property reduction not entirely sure how to make a viral piece, however I think I can start by looking at mission statements and statistics of it all.

I will think out loud of this whole process and try to keep it organized.

Lets do this.

Looking on the page [http://ocap.ca/our-work-2/] We see the work that OCAP gets into.

“ We oppose by-laws that turn poor people into criminals simply for living and sleeping outside. We fight City policies that displace and forcibly move poor people. We confront cops who harass, beat and kill poor people and Black, Indigenous and people of colour. We are sick of being pushed, priced and policed out of the city and refuse to retreat “

in this I keep hearing the chant “we won’t move” in opposition to being pushed out of places people have chosen to rest.

Conceptually I think of someone not budging from a spot. Like they are anchored there. Maybe have anchors all over the city in places homeless people or poor people may often choose to sit. So that even if it is moved by the public, people know symbolically, it means to be in a place to stay.

1. Anchors In The City

OCAP is fighting for a decent income for people on social assistance (Ontario works and ODSP – Ontario Disability Support Program). In Toronto, the average rent for a bachelor apartment is $962 while a welfare cheque is a mere $721 in total. Rates are unlivable.

Ever since the Mike Harris Tories cut Ontario’s social assistance rates by 21.6% and allowed then to continue to fall against inflation...

... Support the passage of  Bill 148 that ensures the minimum wage in Ontario is raised to $15 an hour by January 1, 2019 with an amendment to remove exemptions to any sub-minimum wages for students and liquor servers.

- I’m not sure how to show someone’s paycheck or show this per say... yet

“Presently, we are working on a Canada wide action to demand the Trudeau Government spend the $11 billion on housing that it has promised but back loaded so we won’t see the money for years. We demand that that money go to social housing, not housing allowances that subsidize private landlords.

Toronto has a housing wait list of more than 181,000 on Toronto Community Housing’s waiting list; yet, the city is planning on closing units. We have also held actions and taken up campaigns to successfully challenge the shameful lack of repair in public housing in Toronto.”

question is how to emphasize the 181000 waiting list... or do I show the outrageous part that houses are still being closed down? how do you represent 181k people waiting for food being thrown out?

in a protest there is a sign that shows an empty-ish fridge and says “Liberal promises on poverty reduction--  empty like our fridge”

this is my thinking-- thanks for reading if you actually did

translation:

phase 01: “make it red because Germany” —Ludwig, 2018.

phase 02: look at attributes such as- direct, loud, defensive.  screams red, yellows and oranges

[play with red] [primary: orange]

phase 03: look at the colors used in OCAP (red + yellow)

phase 04: play w/ red ** 15 pantones (20?) then 5 types of orange  * additional research: the colour of united way uses a red-orange~ - reincorporating w/ the colours of OCAP’s original R+Y= Orange [rambling on about the correlation to warm colors and warm imagery in whisky advertisements like men on a sofa in front of the fireplace for somewhere candle lit. also how the bulleit ads have been catching my attention.]

Vectorizing Logo/ Symbol

options options options

I can’t think of a 6th name in all honesty