Keeping the Faith

“In working with URM, we started with a little bit of a different approach. We started to think about their brand first and who they are, what’s their brand promise and then what do people think they are, what’s their brand perception,” says Glenn McKinney, vice president at Grizzard. “It started with that brand work and then saying, ‘How does that apply into their newsletters, into their appeals,’ and eventually, they wanted to integrate all these communications and start from a single place, a single belief that we can change the fact that L.A. is the homeless capital of America”