The Los Angeles Housing Services Authority is mandated to conduct counts of those experiencing homelessness in greater Los Angeles each year. The organization presented the Perceptiv team with a challenge to develop a unique and ownable identity and brand for the Los Angeles Homeless Count. LAHSA’s objective for creating the new brand was to help communicate the organization’s mission and recruit volunteers to conduct the count each year. The foundation of our solution was a logo composed of caring hands that form a home featuring a welcoming open door—a graphic depiction of the ultimate solution to homelessness—a home. Additional elements included brand standards and templates for various materials, including an e-newsletter, social media, and print and digital graphics that are updatable each year.