This booklet is a thorough walkthrough of a project designed for GD 301 by Jenna Lucey, Sarah Boon, Hailey Gollehon, and Kathryn Mullis, all juniors at NC State University. Students were asked to create an idea of an entity, annotate its potential stakeholders, users, audiences, etc. and anticipate needs and matching design touch points in the areas of branding, interaction design and service design.

2. Food Insecurity
The Mission
Card Users
UX Research
Branding
Business Owners
What’s Out There
Organization Structure
Donors
Greensboro
Contents
The Problem
The Solution
The Users
1
11
23
3
15
25
5
19
27
7

3. 33
39
41
45
47
Onboarding Kit
Advertisements
The Website
Mini Literature Review
Process Work
The Materials
The Reach
The Process

5. TheProblem

6. Stigma and Spectrum
Uncertainty regarding ability to obtain food
Mild Food Insecurity Compromising on food quality and variety
Food Insecurity
Food Insecurity: The state of being without reliable access to
a sufficient quantity of affordable, nutritious food
Food Insecurity is a spectrum and it is not always clear where
people fall on it.
Many people struggling with food insecurity have to also deal
with feelings of shame, judgment, and lack of dignity.
1

7. 2
Reducing food quantity and skipping meals No food for a day or more Severe Food Insecurity

8. 3
Background and Analysis
Interviews
Idea Refinement
We conducted three interviews with
various types of potential stakeholders
in this program and professionals with
relevant experience and expertise.
- Maggie Kane
We each did a quick deep dive into
quantitative and qualitative data surrounding
food insecurity and homelessness. This gave
us a holistic understanding of the breadth of
the issue and led us to narrow our focus on
We then created a mind map of all the related
agents and systems related to food insecurity
to find commonalities and gain a better
overview of the community and user
experiences as a whole.
Background Research
UX Research
Tell multiple
stories from
different
perspectives.
“

9. 4
Deedee Ungetheim: Owner of A
Special Blend, a nonprofit coffee
shop in Greensboro
Maggie Kane: Founder of A Place at
the Table, a nonprofit cafe in Raleigh
that uses a token and
pay-what-you-can model
Erin White: Founder of Community
Food Lab, a design firm that focuses
on food-related issues
Insights
Interviewees
- Erin White
Food insecurity has many faces and cannot
always be seen.
It takes effort to build trust with the
community from the very start.
Consistency and equity of treatment are
integral to creating a judgement-free zone.
Comprehensive employee training is a must.
After analyzing the various parties and
systems that would be involved in the
program, we devised multiple task flows for
different user experiences and interactions.
Task Analysis
Build in
opportunity for
word of mouth.
“

10. 5
Before deciding on branding, we made ourselves aware of some of the cliches in
hunger and homelessness oriented nonprofts. After familiarizing ourselves with the
landscape of eisting logos, we were better able to figure out how to make our
organization stand out. Our organization goes beyond literal food, so we needed to
find a way to convey the deeper impact.
What’s Out There
Organization Precedents

11. 6
Grain Fruit + Vegetables Forks + Spoons Leaves + Plants Colors
Brand Precedents

12. 7 1
In cities all across the country, many people are
unlikely to receive meaningful human interaction.
Greensboro is one of these cities. Two of our
team members call Gate City home, as well as
many others who are fond of the community
there. Greensboro is a prime example of a small
American city that experiences class disparity.
Though there is a history of industry and wealth,
it has one of the highest populations of food
insecure people in America.
Greensboro
A Case Study

13. In April of 2015, a Gallup poll commissioned by the Food Research
and Action Center ranked Greensboro first among the nation’s
metropolitan areas for food insecurity. The city itself is a perfect
location for Civitas’ base city. Greensboro’s downtown is mainly
low income housing, set only a couple miles from one of the nicest
neighborhoods in the country.
Greensboro, NC
The immense access to public transportation, as can be seen on the
Civitas webiste, are one of the reasons we chose Greensboro. The hub
of the city, Elm Street, is full of lively restaurants, closeby to Gate City
Blvd., which is a lower income area, UNCG, as well as Fisher Park and
Idlewood- both higher income areas with lots of up and coming
businesses and restaurants.

15. The Solution

16. 11

17. 12
The Vision:
Design an organization that partners with nonprofits
and local business to facilitate a type of token
disbursement system that will allow people to enjoy
the dignity of being served quality meals inside
restaurants, who may otherwise not be able to.
The Mission:
Humanize and de-stigmatize food insecure individuals
and deconstruct the social barrier between those who
are food insecure and those who are not.

18. 13
We’re pushing the tables together.

19. 14

20. 15
Looking at a hopeful future
The Brand
The Civitas brand is defined by the concepts of aspiration,
humility, and harmony. In our initial research, we were
drawn to illustrations and photographs that expressed
these core concepts through color, form, framing,
composition, and symbolism.
Mood Board

21. 1 16
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Large Heading 1
Subheading 1
Subheading 2
Typography Hiearchy
Logo Usages
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Tortor quis euismod
ultricies augue et sapien felis rhoncus. Vivamus consectetur eu, arcu lacinia.
Sit risus, vel viverra amet, nibh. Tellus sit sagittis in id faucibus. Netus ipsum
porttitor nec posuere tortor pharetra, ultrices sed vivamus. Id accumsan
sagittis dignissim tortor quisque tellus eu, leo.
Colors
“Sunny Egg”
F0B767
(240, 183, 103)
“Sweet Cream”
FAECE2
(250, 236, 226)
“Strawberry”
E37060
(227, 112, 96)
“Blueberry”
1B223D
(27, 34, 61)
“Aubergine”
796570
(121, 101, 112)
“Rosemary)
796570
(110, 149, 146)

22. 17
Imagery
The Brand
We use treated and untreated imagery in our brand
expression. Any kind of image should include people
eating, interacting, or expressing emotion. These images,
though all showcasing different framing techniques and
different focal points, should evoke feelings of optimism,
unity, determination, and joy.
No Treatment
Graphics with Treatment
Masked Images

23. 18
Illustration
Our illustratrions and graphic motifs are defined by a sytem
of rounded shapes that are found in the logo. We create a
shape system that is used as a motif for cropping images,
making patterning, creating illustrations, and more.
Graphic Motifs
Patterning
Illustrations

24. 19
The cards are given to nonprofit organizations for distribution, and to
restaurants for purchase. The used cards are regularly collected from the
restaurants by a Civitas representative, to be “reloaded” and redistributed.
Then it starts all over again!
Hierarchy and Impacted Parties
Organizational Structure
Funding
Nonprofit Entity
Provide Audience + Distribution
Provide Environment + Service
Interact Within System

25. 20
Federal Grants Individual Donations Repeated Donations Nonprofit Charity
Organization
Food Pantries Homeless Shelters Other Nonprofits Social Workers
Coffee Shops Local Cafes Chain Restaurants
Diners
Homeless People Food Insecure Families Restaurant Patrons Donors

27. The Users

28. 23
Scenario Scenario
Personas and Scenarios
Card Users
A staff member at the local food pantry remembers
that it is one of Shae’s kids’ birthdays. They tell Shae
that she and her family are eligible to go to a
restaurant through this program and that she can
treat her kids to a nice birthday meal. Her kids are
excited to go and she feels good that she was able to
give them that experience.
The staff at the shelter alert him one day that there are
certain restaurants around town that would love to
serve him a meal. They give James a card and offer to go
try a place with him. James is shown a list of available
restaurants. He is surprised at the opportunity to have
a say in the process, and chooses a nice cafe that he
would like to try.
Homeless Individual Food Insecure Family
Shae and her kids
James
Lives in a homeless shelter
Begs for money and food on street corner
People rarely make eye contact
Doesn’’t feel welcome in most restaurants due
to stares and a past experience of someone
calling the police
Single mom with two kids and two jobs
They’ve been staying at a family
member’s house
Doesn’t have much time or money to
go out to eat or cook
Visits the local soup kitchen for food

29. 24
Scenario Scenario
The couple feels embarassed to ask for help, but a
coworker notices that Bob never has anything for
lunch. She doesn’t know how to bring up the subject
so she decides to buy a Civi card from her favorite local
restaurant. She gives it to Bob the next day and tells
him he should try this restaurant with his girlfriend.
One day Hannah’s group of friends say they want to go
somewhere after school. She feels bad that her friend’s
family is already housing her and doesn’t want to be a
burden but would also like to feel included. Hannah then
remembers that her school social worker gave her a Civi
card, so she suggests a participating restaurant and pays
for her own meal using the card.
Food Insecure Couple
Bob and Janet
Hannah
Food Insecure Kid
15 year-old girl who goes to school
Staying on a friend’s couch while her family is
going through a tough time
Wishes she could go to a restaurant with her
school friends
A social worker checks in on her occasionally
Couple both lost their jobs after Covid
Are at risk of eviction so they forego
some meals in order to make rent
Try to hide their problems at home from
other people in their lives

30. 25
Window decal included in onboarding kit
Solutions
Confusion
Civitas will provide a kit with all
the materials a business will need
and thorough manual with
step-by-step procedures, as well
as contact with representative
from the organization.
Viability
The Greensboro case study and
previous relationship building on
the front end will ensure that
people will feel comfortable
coming into the partnered
restaurants.
Safety
There will be sensitivity training
and safety tips from professionals,
as well as contact with a
representative from the Civitas
organization.
Business owners and their employees will likely have some
questions and cause for hesitation before partnering with Civi.
There are many steps our organization has implemented into the
onboarding and implementation process in order to make
everyone- from the owner to the customer to the card user- feel as
confident and comfortable as possible.
Business Partnering
Hesitations
Concerns

31. 26
Staff Training
Certification
Public Image
Window decal included in onboarding kit
After opting in to be a partnered business, a
representative from the organization will reach out to
schedule an employee training session. This will be a
mandatory sensitivity training in which a representative
from the organization will visit the restaurant at no cost
to the restaurant. The effect will be two-fold: Building
confidence in their own ability to handle any situation as
well as building excitement about the program. This is the
personal aspect of the onboarding process.
Upon recieving training as a requirement for partnering
with Civi, the business will recieve a special certification
denoting that all employees have attended sensitivity
training. This can be boasted through a specilaized
window decal, on the businesses website, and will be
recognized by the city’s chamber of commerce.
Taking a stand for social good has become a popular
occurance in local businesses in recent years. Building a
better relationship with the community can bring in more
customers through word-of-mouth and develop brand
loyalty. Covid-19 has provided a time for many small
businesses to reflect on how they want to run their
business, as well as cause cinsumers to think twice about
where they are putting their dollars.
Incentives

32. 27
Receptivity Level Touchpoints
Method
Acts on the Opinion // Becomes an Advocate
Website
Accepts Idea // Ready to Know
Restaurant
Knows Facts // Accepts Idea
Low
Low
Low
High
High
High
Social Media
Donor Process
Person saw a social media ad for the
organization and is inspired. They
want to learn more about what the
organization does.
Person happened upon a partnered
restaurant and is intrigued by the
signage so they decide to walk in
out of curiosity.
Person actively searching for good
organizations to donate to that will
do the most to help people in their
community.
1
1
1

33. 28
2 3 4
2 3 4
2 3 4
Get directed to the “How Can I Help” or
“Why Should I Join” page of the website
which displays testimonials, examples of
what varying donation amounts can
provide, a status bar of the number of
people who’ve donated/ number of
businesses and orgs that have partnered
Person feels like they’re part of a big,
growing movement. They are touched by
the stories of people who have experienced
the benefits of this program. The person
decides to give a small donation online.
Social media has a “click link to be a part of
the awesome things happening in YOUR
community!”
Person happened upon a partnered
restaurant and is intrigued by the signage
so they decide to walk in out of curiosity.
There is a “Pay it Forward” option to make a
monetary donation by adding a certain
amount to the bill
Cards are also available for purchase at the
counter/register if a customer would like to
give one to someone themselves
Employee asks if they would like to pay it
forward. “If you’d like to give other people in
your community the same experience you
just had, you can pay it forward or make a
donation!”
Organization shows up in online searches
through news articles, news broadcasts,
blogs, social media, and other nonprofit
organizations
Person clicks link to the Civi website from
other website or search engine
Website invites the person to “join the
movement” and shows the many ways they
can be a part of the mission. A separate
page is dedicated to giving in-depth
information about what each donation
amount will provide for a person in theor
community.

34. Donate page on Civitas website
29
Incentives
In addition to encouraging donor sustainer programs (ie. $20 a
month), there are social incentives to continue to give after the
initial donation. The language is very important to contribute to
the sense of actively participating and making change. A sense of
pride in this participation can be displayed through exclusive
merchanise items and a “donor tier” status.
Donating
Method
Made a monetary
donation on website
Bought gift card or paid it
forward at restaurant
Thanked in person
Given a small Civi sticker
Added to email list (optional)
Thanked
Added to email list
Sent monthly newsletters
Added to virtual list of donors
Exclusive merchandised gift

35. 30
Tier 1
The Friendly Neighbor The Helping Hand
Tier 2 Tier 3
The Gift That Keeps on Giving

37. The Materials

38. 33 1
The onboarding process of Civitas is an important part of the user
experience because it is the first physical branded touchpoint
that a Civitas partner encounters. The Civitas welcome kit serves
two main purposes for the restaurant partner: to grow excitement
and to provide confidence that the business will have everything
they need to succeed.
The kit is sent to every restaurant that partners with Civitas upon
completion of an application. The mailable box was chosen to
best accomodate scalability and restaurants that want to partner
with Civitas but are not near an official office or headquarters.
The Onboarding Process
Onboarding Materials
Civitas welcome manual

39. 34
Civitas onboarding kit
1. Welcome message
2. Manual
3. Cards
4. Card holder
5. Civitas window decal
6. Employee training certification
7. Laptop stickers
8. Posters
The Onboarding Kit Contents

40. 35
Left: Example of a Civi card
Right: Civi card in use

41. 36
Left: Stickers on a laptop
Right: Poster in store window

43. The Reach

44. Left: Instagram account
Right: Social media advertisement
39

45. Left: Poster in a window
Right: Advertisement at a bus stop

46. Civitas Website
41
Top to bottom scroll:
Organization Intentions
Civi Card System Explaination
Link to Donate Page
Testimonials

47. 42
Donate via Webiste

49. The Process

50. 45
Cursory Research
---“The Impact of the Coronavirus on Local
Food Insecurity,” Feeding America May 2020
Food Insecurity Psychology of Eating
“Before the COVID-19 crisis began, more than 37 million people, including
more than 11 million children, lived in a food insecure household. 1
Pre-pandemic data reflect the lowest food insecurity rates seen since
before the Great Recession.”
“Right now, one in three families with kids in the US are experiencing food
insecurity. That's double the rate since 2018, according to a new analysis
from The Hamilton Project, an economic policy initiative that offers
proposals and policy options.”
Canadian anthropologist Gillian Crowther stresses that commensality —
sharing a meal with someone, eating and drinking together behind the
same table — “is one of the most important manifestations of sociality in
all cultures. Eating together confirms the sense of belonging, being part of a
community” (University of Tartu).
Offering food, no matter how plain, to a stranger is part of elementary
hospitality in most cultures.
Regular mealtimes which are shared provide a sense of rhythm and
regularity in lives. They offer a sense of containment and familiarity, and
can evoke deep feelings of contentment and security. Humans need
structure and routine. Mealtimes offer people the opportunity to stop, to
stand still psychologically, to reflect on their day and days ahead, and to
listen to and interact with others. Mealtimes are also a grounding
opportunity, a time when anxieties can be expressed and you can be
listened to.
There is also a Biblical connection to sharing a meal.
Mapping Food Insecurities Resources
https://www.brookings.edu/research/putting-idle-restaurants-to-use-by-fighting-foo
d-insecurity-and-creating-a-more-equitable-workplace-in-california/
High Road Kitchens provides meals to health care workers and people
experiencing food insecurity. The program utilizes the community kitchen
model to recover lost service industry jobs, keep small businesses open, and
use restaurants to build a more resilient food supply chain. High Road Kitchens
addresses three key issues:
Feed people who are food insecure: Restaurants provide free meals to
low-wage workers, health care workers, and others in need. They serve
pick-up and delivery food on a sliding scale to paying customers to subsidize
the free meals.
Bring people back to work: Restaurants rehire and employ service workers.
Support and highlight restaurants that agree to take the high road to
profitability: Restaurants must participate in a race and gender equity
program that consists of a restaurant self-assessment and hiring assessment
to determine if there are race and gender inequities regarding pay, staff
hierarchy, and implicit bias. The program also works with restaurants to form a
yearlong strategy and implementation plan to transform restaurants into
more equitable workplaces. In addition to this, restaurants must commit to
providing wages higher than the industry standard and increased race and
gender equity over the next five years.
High Roads Kitchen: COVID 19, Restaurants, & Food Insecurities
One World Everybody Eats: Partnerships and Supporting Local Restaurants
High Road Kitchens (HRK) are independent restaurants that provide food on
a sliding scale to low-wage workers, health care workers first responders, and
others in need. Launched during the COVID-19 crisis, HRK provides jobs for
restaurant workers and a subsidy for responsible restaurant owners who
commit to paying a living wage and following equitable employment
practices.
‘One World Everybody Eats cafes create spaces where people are nourished in
body and soul. People come together, eat in dignity, and form strong bonds
that foster an interconnected community.
Food insecurity affects 800 million people globally, including 17 million
households in every county in America. Experts in many fields have called
upon organizations to find new ways to address this serious and sometimes
invisible issue. One World Everybody Eats is a response to this call.
There are now more than 60 pay-what-you-can community cafes operating in
America, and over 50 others are in the planning stages in six countries.”
https://www.oneworldeverybodyeats.org/
In order to better understand the scope of the problems we were trying to address, we
began with research into the various factors that influence homelessness and gather
quantitative and qualitative data on the current state of food insecurity in America.
Through this, we realized the benfit of narrowing our scope to focus on one city and
analyze the organization’s functions on a city level.
Services + organizations for homeless/impoverished people in Raleigh
(From Raleigh Chamber of Commerce site)
By His Hands of North Carolina - helping marginalized and homeless of NC
Caroll’s Kitchen - employment/job training for women in crisis
North Carolina Center for Nonprofits - connects and advocates for other nonprofits
Triangle Community Foundation - find needs and direct donations
Rise Against Hunger - food
Carolina Community Impact - financial services for low-income people
CASA - helps people find homes
Foodbank of Central & Eastern NC - food
Meals on Wheels of Wake County - food
Hillsborough St Community Service Corporation
Habitat for Humanity - supply furniture
The Green Chair Project - donate furniture to new homeowners/impoverished families
Inter-Faith Food Shuttle - food
Healing Transitions - substance abuse recovery, esp. for homeless
Passage Home - job training, homeless prevention, youth outreach
Urban Ministries of Wake County - Shelter, food, healthcare
New Leaf Behavioral Health - Affordable mental health care
The Women’s Center - shelter, food, career services
Ronald McDonald House - housing and food for families
The Salvation Army Wake County - job training and services
Triangle Family Services - housing, therapy, finances
StepUp Ministry - jobs, life skills, support
Types of homelessness
From Invisible People site “Just because it’s shelter, doesn’t mean it’s home”
Places people live:
- street
- car
- abandoned buildings
- tents
- shelter
- motel
- sofa
The Faces of Food Insecurity
Eating circumstances:
- frozen dinners on TV trays
- floor/no table
- drive-thru in the car
- picking up food from school
- picking out cans from pantry/soup kitchen
- paying for a cold sandwich with WIC/food stamps

51. 46
Local
Precedents
A Place at the Table
“Where community meets good food”
“Humanize and de-stigmatize food insecure individuals and deconstruct the social
barrier between those who are food insecure and those who are not.”
Customers have multiple options to pay
Pay suggested price or less than the suggested price
Volunteer
Pay it forward or tip to help the mission
Buy a $10 token to hand out yourself in the community
Love Wins Ministries
“Homelessness is a series of losses, spanning from loss of income to loss of identity
and personhood. The way to fight homelessness is to work to restore those losses.
But the biggest losses, such as loss of job, income, and housing, are the easiest to
restore, and there are lots of agencies working on doing just that. The hardest losses
to restore are the intangible ones – personhood, respect, choice, and agency.”
“The opposite of homelessness isn’t being housed, it is community. We think
relationships have the power to change a life, and ultimately, the world. If we want
to change the world, we have to do it together.”
Food Not Bombs
Food Not Bombs is an all-volunteer movement that recovers food that would
otherwise be discarded, and shares free vegan and vegetarian meals with the
hungry in over 1,000 cities in 65 countries in protest to war, poverty, and destruction
of the environment.
Provides food and supplies to the survivors of natural disasters, and people
participating in occupations, strikes, marches and other protests.
Arranges the collection of produce, bread and other food that can't be sold from
grocery stores, bakeries, and produce markets.
Feed the Pack
As NC State's food pantry, Feed the Pack is an organization dedicated to addressing
the issue of food insecurity and supporting the Wolfpack community.
Feed the Pack is a food pantry open to all members of the campus community
(students, staff, and faculty). In order to use the pantry, you can show up during our
open hours. You will be asked to swipe your campus ID and then can shop for the
items you need.
National
Precedents
Bread Coin
Lots of people and entities are looking out to be sure everyone is fed. Every one of
them is helpful, and the need is only growing. We don’t aim to be a substitute for
any other method of getting food to the hungry.
We are an adjunct method in that Breadcoin is a tool for others to use, not an end in
and of itself. No one would ever rightfully say, “Breadcoin fed me.” Instead, “The local
church fed me with Breadcoin” or “The staff at the school helped out my family
when we needed it by giving us Breadcoins to spend” are what you might hear.
Billy Chip
The Billy Chip is based in Bristol, England. It is a token that can be purchased for a £2
donation via a retail outlet which supplies take away beverages like Tea & Coffee.
The purchaser receives The Billy Chip which can be given to any homeless person
instead of money. The homeless person can redeem The Billy Chip in any
participating outlet displaying The Billy Chip sign for a hot or cold take away drink.
The brilliant and unique way The Billy Chip scheme works allows people to donate to
the homeless without the worry of their donation being spent in an inappropriate
manner. It also encourages retail outlets to do their bit for corporate social
responsibility.
Food Insecurity + Network of Free Meals in Greensboro (2015)
https://greensboro.com/news/guide-to-free-meals-in-greensboro-rev
eals-depth-of-food-insecurity-video/article_2383d990-0ef4-11e5-9d
8e-eb9c2ff86b33.html
The Little Green Book:“It was created by Amy Murphy, known as the
“Chicken Lady” to the people who gather for her weekly fried chicken
breakfasts each Monday at Center City Park.
Murphy dropped off 400 copies of her booklet at Guilford County health
and social service department offices. She said she was hoping to reach
people unfamiliar with the network of free meals across the city.”
“In April, a Gallup poll commissioned by the Food Research and Action
Center ranked Greensboro first among the nation’s metropolitan areas for
food insecurity”
Cook It Forward: Restaurants & Non Profits working together
“Cook It Forward is a collaboration between local restaurants and
local nonprofits to create an end-to-end distribution network to
tackle food insecurity in Madison. We are partnering with
Downtown Madison restaurants to produce healthy, fresh meals
for insecure families, seniors, and people with disabilities. The meals
will be safely created, individually packaged, and delivered to local
food banks, pantries, and other sites, serving as an intermediary.
Last-mile distribution partners will ensure that the growing number
of individuals and families who need the food, and without
recourse to access it, receive it.
This effort helps support not only those who are food insecure in
Madison especially communities of color disproportionately
affected by the pandemic, but help the restaurants and their
ecosystems including farmers, distributors, restaurant employees,
and delivery drivers.”
https://cookitforwardmadison.com/
Case Studies

52. 47
Concept art for brand illustrative style
Process Work
Systems and task analysis Initial concept art for Civi cards Refined illustrative concept art for Civi cards

53. 48
Iterations for typographic brand and logo