Sappi Ideas that Matter - Book 7

North America
Fresh Starts Catering
Homeward Bound of Marin
“Eat a Halo and take a bite out of homelessness.” It is
with this irresistible challenge that Kristie Hansen-Kemp,
designer and owner of Hansen-Kemp Design in Novato,
California, urges the public to contribute to fighting
homelessness in her community.
Kristie has worked with Homeward Bound of Marin as
a contract designer for many years. In that time, she
has been impressed with the staff’s absolute belief
in the possibility of ending homelessness, and their
commitment to providing residents of Homeward Bound
with more than a meal and a bed for a night, but with
the means to change their lives.
Now Kristie has helped Homeward Bound move into
the mainstream, with its Fresh Starts Catering business
and a line of products called Halo HomeMades and
Halo Truffles.
various stages of preparation juxtaposed with student
chefs and servers.
The playfulness of her design extends to the logo, where
a fork as an icon has the organic look of a growing
sprout, representing both the growth of the student
and the fresh foods that the catering service provides.
The logo is supported by the green rolling hills, which
represent the local area and grounds the logo.
Exposed primarily through Homeward Bound
newsletters, newspaper ads and mailings, as well as
distribution to visitors touring Homeward Bound’s
facilities and weekly presentations, the campaign has
already resulted in an established customer base for
the catering business. These loyal customers also
voluntarily distribute material to other members of the
community on Homeward Bound’s behalf.
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Under the banner ‘Fresh Food, Fresh Starts’, Fresh
Starts Catering provides a great meal, while providing
culinary students the opportunity to make a fresh start
in life. The approach of the campaign is elegant, friendly,
fresh, and healthy, with photographs of fresh food in
“The general response from customers, as well as board
members and funders, has been ‘Wow’! The materials
are stunning, powerful, and they express the goal of
our social enterprise very clearly,” says Paul Fordham,
Homeward Bound of Marin’s Development Director.