allmodern x summer of sassThe Partnership
In 2023 AllModern partnered with Summer of Sass (a Provincetown, MA LGBTQ+ focused non-profit) to design and furnish their newly acquired $3.5M historical Victorian home, recently gifted by an angel donor, featuring an impressive 5 bedrooms and 3.5k square feet.
Summer of Sass is a non-profit focused on transforming the lives of LGBTQ+ young adults nationwide – otherwise known as "Sassers" – by offering housing and life development skills, all in support of their mission to show the next generation "what better looks like".
When Summer of Sass received the house, AllModern got to work. Fueled by their belief in "modern for all" – that good design should be a standard for all, not a luxury for the few – the team reimagined the historic space with complete reno, combining form and function to create a beautiful, comfortable space for Sassers to call home.
The Strategy
When it came to executing the digital assets for this campaign I had one focus — keep this about community + the true meaning of home.
Site + Email
The landing experience started with an immediate tie to the non-profit through an in-depth video.
To help showcase the before + after beyond just visuals, quotes directly from the designers who worked hand-in-hand with Summer of Sass founder, Kristen Becker, were used. Once again adding a human + community element.
Social
For the social we focused primarily on keeping it very human-forward. Capturing the BTS work of all the hands who helped bring this together - many hands make light work.
Before work began, branded t-shirts were created with the phrase MODERN FOR ALL to ensure the truth of the campaign was seen throughout the entire process.
Once the non-profit + community were established for audiences social strategy was pivoted to begin focusing on products, but always grounded in people.
