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Overview

Socks+ is an initiative of the Community West Foundation, aiming to provide one of the most basic needs to unhoused Clevelanders—socks. Beyond socks, the organization raises funds and collects other essential items to support local organizations. Driven by the ever-changing needs of Cleveland’s community, 100% of donations provide essential supplies to struggling neighbors, inspiring resilience.

TWIST Creative collaborated with the Community West Foundation to develop an identity and messaging system that increased overall campaign awareness and year-over-year financial and physical donations, all while maintaining the foundation’s brand equity throughout the campaign.

Goal

Create an emotionally resonant and mission-aligned campaign to enhance public awareness of the Socks+ initiative, boost year-over-year donations (both monetary and in-kind), and reinforce Community West Foundation as a connector of generosity and human need.

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Solution

TWIST crafted a compelling and adaptable logo & identity system for Socks+, centered around the emotional truth that dignity begins with the basics. The campaign featured messaging that highlighted not just the unmet needs of Cleveland’s unhoused neighbors but also the profound impact a simple act of giving can make.

From seasonal outdoor placements to donor engagement kits and integrated digital campaigns, every element of the strategy aimed to break through compassion fatigue by reframing the act of giving as one of solidarity and hope.

Results

25%

Added value on paid media through strategic partnerships

25%

Increase in donations year-over-year

35%

Increase year-over-year in renewed public and donor engagement

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“One of the primary goals for this campaign was to ensure the Community West Foundation’s brand equity was maintained. This was the key to a successful campaign which increased donations from previous years.”
Charlene Coughlin Partner & President, TWIST Creative
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Relevant Work

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