The Martha project
Photo Production Creative Direction Brand Identity Social Media Strategy
The Martha Project is not your average non-profit, and that’s how we wanted to approach it. More than just providing food, TMP’s goal is to help heal and restore dignity to the unhoused community. We worked with Nicole and her team to cultivate this ethos and make it more appealing and engaging to a wider audience. Together we made TMP a space where people could get quality recipes and watch engaging content as if it were a lifestyle brand. The best part- the recipes we put out were the same meals we fed the unhoused.
Founder Chef Nicole Derserweh’s mission is to provide quality plant-based meals and human connection to those without shelter. Chef to the stars, she wanted to bring the same love and care to the food she would make for a client or a family member to those who have been forgotten in her community.
Our goal was to help remove some of the separation and our identities as “normal” or “houseless”, and to remove some of the elitism associated with certain practices, showing people that good food and healing experiences are for everyone.
The unique mission and message has attracted many volunteers, brand collaborations, celebrity advocates, and appearances in media including The Rachael Ray Show. All in only a year, TMP has grown faster than we could have imagined.
