Established in 1950, Father Joe's Villages (FJV) has long been a leader in the movement to end homelessness in San Diego. As 2025 marks their 75th anniversary, FJV was seeking a fresh set of apparel and accessories designs for their online store to commemorate this incredible milestone, and position their organization in view of younger, up-and-coming generations.
Typically, regular charitable giving comes from an older demographic, due to the availability of disposable income and familiarity with charitable organizations. Younger demographics may not have the excess income to donate regularly, but their support and involvement is invaluable to the continued success of non-profits.
The goal of this project was to promote awareness for FJV through a fresh viewpoint, and draw the interest and support of a younger demographic through current, on-trend designs. While the strategy was to throw the standard FJV branding to the wind and create all new designs reflecting current trends, the FJV brand icon – the beacon – was reimagined and incorporated into some of the designs, symbolizing their message to be a beacon of hope for those in need.
