Maslow’s by FareStart

Identity, Physical, Environmental

Overview

Outcomes

Details

Summary

Armed with a generous donation by Amazon, FareStart opened three new ventures in South Lake Union in 2017. Civilization collaborated with strategist Leslie Hale on the naming of each venture, and built identity systems and environmental graphics for all. The new ventures include, Rise cafe, Community Table, a collection of three fast-casual restaurants, and Maslow’s, a full restaurant and bar. Every dollar of profit is reinvested in programs to recruit, train and support our students and apprentices.

Background

FareStart is a non-profit, social entrepreneurial organization in Seattle, that operates a job placement and training program benefiting homeless and disadvantaged men, women, and youth. FareStart was started as a business that delivered meals to homeless shelters, whose founder, David Lee, later trained their clients to help prepare the food, which gave them the job skills they would need to find employment and stable housing. FareStart reports that 90% of adult students find jobs within 90 days of graduation. In addition to the food preparation training, FareStart provides job placement assistance, help finding housing if the student is not already staying at a homeless shelter, and continues working with the students after they start their new job to help them keep it.

Organization Type

Non–profit, Social entrepreneurial organization

Assignment

Build an identity system and environmental graphics to help launch and elevate FareStart’s new restaurant.

Client

FareStart

Years

2016 — Present

Location

Seattle, WA

Collaborators

Leslie Hale
Interior Architects

Approach

We worked closely with Knot Strategy to conceptualize the name–Maslow’s. Through interviewing individuals enrolled in the job training program and staff, we discovered Maslow’s Hierarchy of Needs was a major pillar of the organization.

The resulting mark paid homage to the historic building that is home to the restaurant, which was constructed in 1927 around the time Abraham Maslow developed his theory on the Hierarchy of Needs.

The use of a delta symbol in lieu of an A in Maslow’s references the concept of change. Individuals entering a FareStart job training program are taking the first step in rising up out of poverty, hardship, or incarceration and changing their lives.
We infused the story and mission of FareStart throughout the space with environmental graphics and signage. We collaborated with Interior Architects in the build-out of the space to ensure the graphics paired well with their interior choices.

Research

Abraham Maslow’s Hierarchy of Needs, Human Motivation, the Delta (the fourth letter of the Greek alphabet)

Reach

91% of adult students find jobs within 90 days of graduation from the FareStart program.

Since 1992, FareStart has provided opportunities for nearly 9,000 adults and youth, while serving over 9.8 million meals to Seattle area schools, homeless shelters, and healthcare facilities.

Every dollar of profit is reinvested in programs to recruit, train and support our students and apprentices.

Components

Animation, Identity Manual, Print Collateral System, Environmental Graphic System, Promotional Print Materials, Digital Collateral System,

FareStart is a real solution to some of our society’s most pressing challenges—homelessness, joblessness, poverty and hunger.
I

FareStart’s culinary programs for people willing to turn their life around after hardship provide them with the tools, training and support they need to get long term, good paying jobs.

II

FareStart’s programs for adults coming out of poverty, addiction, homelessness or the criminal system are free of charge to students and apprentices. More than 90% of FareStart adult graduates have good jobs within 90 days of finishing a program.

III

Environmental graphics showcase Maslow’s hierarchy of needs. Maslow’s hierarchy of needs is a theory in psychology proposed by Abraham Maslow in his 1943 paper “A Theory of Human Motivation”.

IV

With a nod to science and learning, Maslow’s by FareStart restaurant bills and menus are presented on research clipboards.

V

A matchbox showcasing the simple Maslow’s by FareStart identity system.

VI

Environmental graphics provide diners with the opportunity to learn more about the positive impact of FareStart and Amazon’s partnership to help the local community.

VII

The entry of Maslow’s by FareStart is crafted from bright white neon, while hexagon tiles on the floor read “Put Your Best Foot Forward”.

VIII

The uppercase delta (Δ) symbol used in the Maslow’s by FareStart identity system is presented on cocktail napkins. This symbol from the Greek alphabet is used to denote “change” or “difference” in science and mathematics.

IX

An inspiring quote from Abraham Maslow is crafted from cast concrete and applied to one of the restaurant’s feature walls.

X

FareStart’s programs for adults coming out of poverty, addiction, homelessness or the criminal system are free of charge to students and apprentices. More than 90% of FareStart adult graduates have good jobs within 90 days of finishing a program.

XI

The Maslow’s by FareStart identity system is applied throughout restaurant and business collateral such as this business card.

( ( SHAKEN ) )