tradestart
GROUP PROJECT | RESEARCH | UX/UI | ADVERTISING
TradeStart is a transformative program designed to tackle homelessness while addressing the shortage of skilled tradespeople in the U.S. We empower homeless individuals through a mentorship program, providing them with skills and trades training. Participants contribute to the construction of low-income housing in their community in exchange for a fair wage and essential certifications, positioning them for future trade jobs. TradeStart offers a variety of employment opportunities on construction sites, ranging from entry-level tasks like tilework or drywalling to more complex roles such as electrician and plumbing positions. By improving the community, the economy and the lives of its residents, TradeStart creates meaningful impact for each city that employs the program.
OVERVIEW
Tasked with addressing the challenges faced by a declining trade industry, we explored innovative solutions aimed at benefiting multiple stakeholders and boosting employment opportunities. Since COVID-19, homelessness has skyrocketed, mainly due to insufficient income and a lack of affordable housing. By rehabilitating a large group of people and reintroducing them to the workforce, by way of trade, we work to close the gap in unemployment, change lives and create a self-sustaining ecosystem that works to improve the community and provide more affordable housing in the area.
APPROACH
Group responsibilities
Logan Dorsey | UX LEAD | CREATIVE DIRECTION
Briana Harris | RESEARCH LEAD | INTERVIEW COORDINATOR
Rocky Bennett | UI LEAD | RESEARCH
Meagan Feibelman | PROJECT MANAGER
RESEARCH | TRADEMARK | VISUAL IDENTITY | WEBSITE | ADVERTISING | SUPPLY TRUCK | APPAREL | CERTIFICATES
DELIVERABLES
FRESH START. NEW START. TRADESTART.
Research
An estimated 26 million people, comprising 14% of the nation's population, have encountered homelessness at some point in their lives, with 8.5 million experiencing homelessness in the past 5 years alone. The surge in homelessness in recent years, exacerbated by COVID-19, is attributed to widespread layoffs and job insecurity. TradeStart focuses on assisting non-addicted homeless individuals who are motivated to enhance their lives, providing them with opportunities to acquire new skills and reintegrate into the workforce.
target audience
High rates of homelessness are prevalent in urban cities, where many buildings have the potential to be renovated into affordable housing for low-income individuals. TradeStart is well-suited to thrive in these densely populated areas and, through partnerships with shelters across the country, has the capacity to achieve substantial success for individuals experiencing homelessness. For this particular case study, we decided to focus on cities in Texas, like Houston and Dallas.
target location
By partnering with four essential organizations, TradeStart is able to fully function to provide the support that many people need to get back on their feet.
Since TradeStart isn’t a stand-alone program, we rely on help from the local homeless network, in this case the Texas Homeless Network (THN), to connect us to local shelters where we can run the program and provide a space for a computer lab for use by participants.
We also partnered with D.R. Horton, America’s largest homebuilder, to provide on the job training, experience on a construction site, and professional mentors that work closely with participants of TradeStart.
To acquire funding for the program, we work closely with the city utilizing Community Developmental Block Grants, allocated funds used to facilitate the construction of residential units and improve neighborhoods.
Finally, Penn Foster is an online career program that provides certifications and training in trade areas like plumbing and electricity. By providing access to a computer lab and a Penn Foster account, participants can learn the technical aspects for more complicated jobs, before stepping on the job site.
tradestart ecosystem
TradeStart offers a clean slate to all participants, focusing on their future potential rather than their background. We believe that everyone deserves a fresh start and the potential to change their future.
TRADEMARK
alternative mark
Mimicking a play button, TradeStart’s main icon signifies the new start that the program offers.
TYPE & COLOR PALETTE
New horizons
R: 122 G: 156 B: 234
C: 51 M: 33 Y: 0 K: 0
blossoming blue
R: 40 G: 92 B: 250
C: 81 M: 65 Y: 0 K: 0
blue potential
R: 0 G: 43 B: 84
C: 100 M: 87 Y: 38 K: 36
benefits
When partnering with each shelter, we reserve a certain amount of beds for our participants to ensure they receive housing while in the program. They can also work to earn a spot in the low-income housing that they’re building. In addition, we provide free breakfast and lunch at the job site and dinner at the shelter each day.
Free housing & Meals
transportation
We offer metro cards and/or free bus transportation to and from the job site every day. Pre-loaded metro cards are also given out in care kits, to give hopeful participants as a way to get to the shelter and apply.
competitive pay
Participants earn a fair wage, ranging from $15—$30 an hour, depending on job difficulty, paid our weekly. TradeStart offers flexible hours to work with your schedule.
computer access
Penn Foster is our online certification program, which allows participants to elevate their education in trade jobs like plumbing and electricity. We offer a direct portal to Penn Foster on our website and a free account while enrolled in TradeStart. When enrolled in the program, the shelter will receive help in creating a computer lab for the participants to complete their online training.
Through interviews with professionals working with the homeless population, we discovered that encouragement plays a pivotal role in building confidence and fostering positive change. While Penn Foster provides certifications for more technical roles, we offer our own certificate system for participants undertaking smaller tasks such as tilework or drywalling. These certificates serve as valuable additions to resumes and facilitate job placement for program graduates, both within and outside the program.
certifications
TradeStart values our graduates and we always have a place for those who work hard and want to train the next round of tradespeople. We work hard to place our graduates into jobs after they finish the program, finishing their rehabilitation back into the workforce.
long term stability
deliverables
weBSITE
Based on our interviews, we concluded that our website must be user-friendly, especially for individuals with limited internet literacy. Key sections of our site feature a job quiz to match users with suitable trade jobs, a certification dashboard for tracking progress in the Penn Foster certification program, and essential information about getting involved integrated throughout each web flow.
web flows
mobile adaptablility
According to a 2017 study, 94% of individuals experiencing homelessness own a cell phone, with more than half owning a smartphone. Mobile and desktop adaptability was important to us because we want to reach the largest number of homeless individuals as possible, whether it be on their own mobile phone or learning about TradeStart on a public computer in a library.
By advertising in public spaces like bus stops, we open up opportunities for a wide range of applicants. Using a testimonial approach for these advertisements emphasizes the message of change that TradeStart can offer to peoples lives. We position ourselves as a second chance to those that traditionally aren’t given that opportunity.
advertising
supply truck
With the assistance of volunteers and program graduates, we visit areas with high concentrations of homelessness, distributing supply bags and providing information about our transformative program. This outreach effort is crucial for generating enthusiasm among individuals for the opportunity of a fresh start in life.
COMMUNITY OUTREACH
care packages
Distributed by our volunteers, these giveaways consist of basic care supplies packed in a drawstring backpack, ensuring easy and secure transportation. For individuals who may not currently be in a suitable mental or physical state to join our program, we continue to offer care and information, allowing them to join when they feel ready and healthy enough to do so. Bags contain items like socks, snacks, basic hygiene and a pre-loaded MetroCard for transportation to a shelter.
uniforms
Certified instructors are equipped with branded hard hats and t-shirts for easy identification at job sites. Safety being paramount, participants are provided with basic personal protection equipment (PPE) at the start of the program. At the end of each workday, this gear, including plain blue hard hats, boots and long clothing, is collected, washed, and stored for future use.
hard hats & t-shirts
Encouragement plays a crucial role in rehabilitating homeless individuals and preparing them for reentry into the workforce. Certificates are awarded at significant milestones throughout the program, ranging from completing basic courses to mastering specific skills. These certificates serve not only as resume enhancements but also as incentives to inspire and reward participants for their dedication and hard work.
