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The HOMY Collective <br />Non-Profit <br />OBJECTIVE <br />Jacober Creative was tapped by the Miami <br />Homes For All founders to help craft an official <br />name and a logo for one of their groups. <br />They wanted a new identity to help rebrand <br />what was formerly known as the Youth <br />Homelessness Initiative, a collaborative of over <br />60 organizations and youth leaders working <br />to prevent and end youth homelessness in <br />Miami-Dade County. They needed a name <br />and design that would represent their role <br />as a leader in the community, and would <br />be fresh and attention grabbing, while also <br />familiar and welcoming to the young clients <br />they serve. <br /> <br />RESULTS <br />We came up with the new name, the H.O.M.Y. <br />Collective, which stands for Helping Our Miami <br />Youth. It references the street expression <br />homie (from “homeboy”), a slang term found <br />in contemporary urban environments, whose <br />origins generally trace to Mexican-American <br />“Spanglish” from the late 19th century. It was <br />both edgy and at the same time relevant to <br />the group’s work, speaking to the teens they <br />work with. The acronym also represents the <br />collective aspect of the project – each letter <br />is distinct while part of a whole – just as the <br />individual organizations involved with H.O.M.Y <br />come together to form one supportive unit. <br />For the logo design, we came up with a <br />wavelike icon that ebbs and flows with <br />radiating letters that form a strong, simple and <br />readable typographic logo. The movement in <br />the logo is also an abstract representation of <br />life’s various challenges as well as the idea of <br />moving forward. It is anchored in a sense of <br />Miami as a place, referencing the ocean and <br />the rays of the sun. <br />RFP — No. 19-07-02 RFP — No. 19-07-02 Creative AbilityCreative Ability 91 90