Our future starts with us
Our future starts with us. Our Future LA (OFLA) is a coalition of nonprofits, advocates, and community members working to create an LA County where everyone—from Koreatown to Beverly Hills—has access to the resources they need to thrive.
1 — The Challenge
Standing out in the crowd
LA’s nonprofit space is packed—and for good reason. We not only had to cut through the noise to motivate folks to buy into OFLA’s mission, but we also had to distill complex pieces of legislation into digestible yet informative content for LA County constituents.
We mobilized thousands of people to successfully push legislators to pass the landmark housing policy in 2022-3, SB 679—also known as the LA County Affordable Housing Solutions Agency (LACAHSA)—and crafted a multipronged campaign to educate LA County voters about Measure A in 2024.
2 — The Brand
Reading the room
After scanning trends in the public discourse, we walked away with one big theme: People are—for lack of a better word—pissed. But the vast majority of them are hungry for a way to channel their anger into meaningful action. That insight became the foundation for OFLA’s brand strategy.
Instead of getting lost in the jargon and pie-in-the-sky talk that muddles a lot of corporate nonprofit messaging, we met LA communities where they were—frustrations and all—and gave them an immediate goal to strive for in SB 679.
Brand Identity — OFLA’s elevated yet classic typeface, vibrant color pallet, and clean infographics thread the needle between grounded accessibility and institutional credibility.
Illustration — Ditching the conventions established by other organizations in the space, our unique patterning system and illustrations bring the brand to life.
Tone & Voice — A rebellious streak runs through OFLA’s messaging, which balances outrage with unwavering optimism to connect with even the most skeptical audiences.
3 — The Website
Less is more
We built a sleek landing page to function as OFLA’s easy-to-use information hub. Within moments of arriving, users learn exactly who the coalition is, what they’re fighting for, and—most importantly—how to get involved.
Detail Pages — For users looking for more information, we outlined the priorities of the organization and specific ways that users can get involved for each priority.
4 — The Campaign
Making the case for SB 679
Through educational policy breakdowns, partner toolkits, and cross-platform calls-to-action—including targeted click-to-calls, phone banks, petitions—we mobilized an informed and engaged network of advocates, nonprofits, local leaders, and community members around this historic bill.
Social Media — Our SB 679 social content ranged from bite-sized “Did you know” content to in-depth explainers and urgent policy updates.
Ads — As SB 679 progressed through the legislature, we zeroed in on representatives who needed an extra push and created targeted calls-to-action to make it happen
Partner Activations — We created social media toolkits for the coalition in order to get more eyes on the campaign and elevate OFLA’s profile. Soon, Our Future LA—and SB 679—were everywhere
Campaign Video — We crafted an elegant and digestible explainer video to position SB 679 as not just another bill—but a chance to make history.
Making Measure A Stand Out
With a 6-page ballot full of representatives, judges, school board members, propositions, and measures, we wanted to ensure that LA County voters understood what Measure A was: a community-led plan designed to create more affordable housing countywide and expand mental health and addiction services for unhoused people.
We crafted a campaign that reached both our engaged followers and potential LA County voters through a series of emails, social posts, influencer content, and digital ads that helped people understand Measure A and have it top of mind as they headed to the ballot box.
Social Media — Our organic social media campaign touched on several key issues Measure A aimed to address including: renter protections, mental health services, affordable housing production, and government accountability through annual audits.
Email — Our email campaign mirrored our social media content, giving more activated audience members the tools they needed to speak about Measure A with their family and friends.
Ads — After running a creative pre-test, we decided to run ads on Meta and Spotify targeting older women with government accountability and safer streets messaging and targeting younger women with “rent’s too damn high” and potential homelessness surge messaging.
Influencers — The messenger matters when it comes to reaching and engaging voters so we worked with content creators who had lived experience to get the message across in an authentic way.
5 — The Impact
Twin wins for SB679 and Measure A
Despite being the “new kid on the block,” Our Future LA mobilized thousands of people to flood the LA Assembly with thousands of calls, texts, emails, and countless tweets in support of SB 679—and it passed!
This bill paved the way for the creation of LACAHSA, a first-of-its-kind independent housing agency with the power to protect renters and increase affordable housing countywide. And this was just the beginning.
In 2024, we helped educate nearly 2.5 million people in LA County about Measure A, gathering nearly 12 million impressions and 700,00 engagements. Measure A passed with nearly 58% of people voting in favor of the Measure.
Suffice it to say: Our Future is looking bright.