SAN MATEO COUNTY SUSTAINABILITY DEPARTMENT

HOME FOR ALL.

Campaign Strategy | Campaign Voice | Campaign Identity | Campaign Experience

Couple embracing on a driveway looking at the exterior of a nice single-family home.

In 2023, San Mateo County came to us with a critical challenge: how do you shift public perception around affordable housing, and make the message resonate across 22 distinct communities?

We knew the County needed a tailored campaign that could educate residents, dispel harmful myths, and build local support for new housing solutions. The result was Home for All—a campaign grounded in empathy, backed by data, and focused on the shared belief that everyone deserves a safe, stable place to live.

We began with research to uncover specific misconceptions and concerns, and tested messaging to identify what would truly resonate. The resulting communications framework outlined who to reach, what they needed to hear, and how to meet them where they are.

To support the rollout, we created the Home for All Communication Toolkit, filled with messaging guidelines, design templates, social posts, newsletter content, video storyboards and scripts. Designed for consistency and ease of use, it gave cities across the County the tools to speak with one voice while still adapting the campaign to reflect their local needs.

Print Assets

Hand holding a Home for All post card and lay flat of their brochure

Blurred aerial landscape of San Mateo County

Landing page mockup

Website layout of City of San Mateo California's housing page

Social media

The City of San Mateo Facebook page with animation of Home for All advertisements

Facebook banner + posts

Instagram

60-second video storyboard.

As part of the toolkit, we developed a detailed storyboard to guide the production of a success story video. This visual framework mapped out the narrative shot by shot, using illustrations and scene notes to convey the flow of the story. We incorporated scripting and guidelines throughout the storyboard to ensure clear alignment with key initiatives and developments in each city, helping to bring the local impact to life with clarity and consistency.

Communications toolkit

Home for All Communications Toolkit quote page

Home for All Communications Toolkit landing page template page

Home for All Communications Toolkit messaging page

Home for All Communications Toolkit postcard template page

Home for All Communications Toolkit introduction page

Home for All Communications Toolkit storyboard template page

Home for All Communications Toolkit target audience page

Newsletter

What we delivered.

Campaign Strategy

Research & analysis
Campaign strategy
Campaign Voice

Messaging
Campaign Identity

Campaign look & feel
Photography style
Campaign Experience

Toolkit
Brochure
Postcard
Website template
Social media assets
Newsletter
Video storyboard + script