I had my meeting with Paul Wenham yesterday, the Chief Executive of Mustard Tree. It was really successful in terms of primary research and in defining my brief.
What does Mustard Tree mean?
Mustard Tree comes from the parable of the Mustard Seed told by Jesus in the New Testament in the Bible.
"The kingdom of heaven is like a grain of mustard seed that a man took and sowed in his field. It is the smallest of all seeds, but when it has grown it is larger than all the garden plants and becomes a tree, so that the birds of the air come and make nests in its branches."
– Matthew 13:31-32
The interpretation is that these large birds were considered outcasts in society. The mustard seed grew as a tall tree with thick branches, strong enough to hold the birds and provide a place of safety and protection. Mustard Tree, as a charity, is for those who feel cut out of society, who are then welcomed to a place where they can feel protected and safe.
How can I support Mustard Tree through communication Design?
As a business we probably need a pdf template that we can constantly update to send to the public and private sector for funding, essentially raising awareness of the charity.
What I am personally more interested in and passionate about is the opportunity to give the homeless a voice. An artefact that includes personal testimonials and records unique stories and unique futures. Focusing on the individuals and not putting everyone under the same stereotype of ‘homeless.’
Something that we could send out to our key partners to show the people we are helping.
What would be the tone of voice?
Awareness and hope.
Do you have any potential budget restrictions?
We wouldn’t normally go for large billboard advertising, but something small that we could send out, like a book, we would have the funding for. We have close connections with Creative Lynx who often do our printing for free and AND Partners are always willing to help us out. However, I wouldn’t want to influence your project in any way.
Would you consider raising awareness of World Homeless Day?
When is that?
Now that is very interesting. I wasn’t aware of that. That could be something worth considering. It could even act as a marketing launch date?
So the brief could be:
Design something that gives the homeless a voice, to raise awareness of World Homeless Day to be sent to Key Partners of Mustard tree to show the individuals the charity supports?
With regards to me talking to the homeless, to hear their stories and possibly taking their photograph, what would be the most appropriate way to approach people?
Anybody in here would be willing to help, but you could also attend the Sanctuary on Wednesday evening, that’s when all the creative people will gather.