o Non-profit offering basic services and providing paths to stability for thousands of San Franciscans living in poverty.
o Served the community for 64 years, engaging 12,000 volunteers annually
o Dining room open 365 days a year
o Has a free clothing program, medical clinic, technology lab, substance abuse recovery program, social work center, advocacy program, and other services.
o Mission: To feed, heal, shelter, clothe, lift the spirits of those in need, and create a society in which all people flourish.
o Brand promise: The power of human connection
o Brand values: healing, community, personalism, justice, gratitude, joy
Goal of the re-brand:
o Appealing to Millennials, younger generation of San Franciscans (but not turning off older generation)
o Inviting, welcoming, inclusion, openness
o Not a church