The Lighthouse of Houston is a nonprofit organization located in Houston, Texas dedicated to aiding the blind and visually impaired in living fully sustainable, independent lives. They help a wide range of people, all with different eye conditions.
The Lighthouse of Houston does not apply significant branding that accurately represents the one-of-a-kind services they provide. They do not adequately advertise their services to the public and are relatively unknown.
To help project The Lighthouse of Houston into the public sphere, distinctive brand elements and unique methods of advertising will be implemented. Both the seeing and non-seeing will be able to interact with this brand and will be encouraged to donate to the cause.
Brand Elements & Identity
The brand voice for The Lighthouse of Houston is uplifting and progressive. Many people view visual impairments as flaws, but the absence of sight actually leads to the strengthening of other senses that aid in different and more unique ways of seeing the world. The videos below by FloWrestling and Molly Burke help to give some perspective on what it’s like to be in the position of someone with these conditions. These content creators share their stories and embody the same tone of voice that The Lighthouse of Houston utilizes in their branding.
Advertising on commonly used platforms is a sure-fire way to gain the attention of the public. Our top priority is to ensure that the user-interaction with these ads is friendly and compatible with people from all walks of life. Ads will serve to spread knowledge of The Lighthouse of Houston and help gain the support of the public.
Alongside advertising on popular platforms, we’ll also do a bit of outdoor advertising in Houston. These interactive ads are user-friendly to both the seeing and non-seeing and will give the public a basic lesson on braille. The end of this ad is a call to action, requesting the monetary support of those participating in the interaction.
Website Landing Page
The website will be simple in layout to help users of all conditions navigate it more easily. A built-in audio function (can be muted when the mic button is clicked) will describe what the user hovers over as they browse through the different options available to them. To access an option, the user can click to on the box they are hovering over, and it will open to a new page on the site. It was important to make sure that the website is accessible to all known forms of visual impairments.
Color Blind Accessibility
Color blindness was another consideration when making the brand and website because it falls under the category of “Visual Impairments.” This website allows for people with this condition to distinguish the information on the site with ease.
There are many people with visual impairments that are not blind, but have great trouble seeing standard-sized things clearly. To accompany this, The Lighthouse of Houston will have responsive zoom-in feature.