The mission to solve hunger and homelessness is driven by goodness
Simplify®, Mobile Loaves & Fishes
Simplify®, Mobile Loaves & Fishes
Simplify®, Mobile Loaves & Fishes
Simplify®, Mobile Loaves & Fishes
Simplify®, Mobile Loaves & Fishes
Simplify®, Mobile Loaves & Fishes
Simplify®, Mobile Loaves & Fishes

Conceived of and created by Rob Kell,
the Goodness® branding for Mobile Loaves & Fishes
has come to define the mission that
provides food and dignity to those in Austin
who find themselves in need.
To spread the word, the perfect vehicle.

The
trucks that
drive
humanity
forward

With a purpose as significant as
solving hunger, the Mobile Loaves & Fishes’
organizing expression needed to invite and
inspire the compassionate best in all of us.
And so, Goodness.® The one-word way of life,
now appearing on every truck and every t-shirt
and voicing a defiantly optimistic vision of
a more respectful way forward.

Simplify®, Community First Village

“In one breath,
a word with which to comfort those in need,
stir the compassion in those who serve,
and forever align Mobile Loaves & Fishes
with tenderness and grace.”

— Rob Kell, 23 January 2015 —


Now then, let’s bring everyone together.

The
all-inclusive
power
of the
ampersand

Mobile Loaves
&

Dignity, Respect, Community, Compassion, Opportunity, Acceptance, Stewardship, Selflessness, Empathy

The ampersand connects
Mobile Loaves with its values.

Mobile Loaves
&

McCoy’s, Bazaarvoice, HomeAway, Drafthouse, St. David’s

The ampersand connects
Mobile Loaves with its benefactors.

Mobile Loaves
&

Tony, Lee, Ellis, Lynn, Bonnie, JR, Gary, Penny, James, Charlie, Emily, Kevin, Warner, Robert, Joe

The ampersand connects every
resident
of Community First Village.

Mobile Loaves
&

Tony, Lee, Ellis, Lynn, Bonnie, JR, Gary, Penny, James, Charlie, Emily, Kevin, Warner, Robert, Joe

The ampersand connects every
resident
of Community First Village.

At what place
in life do
we embrace
stewardship?
Simplify®, Mobile Loaves & Fishes
Simplify®, Mobile Loaves & Fishes
Simplify®, Mobile Loaves & Fishes
Simplify®, Mobile Loaves & Fishes
Simplify®, Mobile Loaves & Fishes
Simplify®, Mobile Loaves & Fishes
this place

First, hunger. Then, homelessness.
Community First Village represents
Mobile Loaves & Fishes’ mission to provide
community, opportunity and dignity
in the form of safe and welcoming housing.


The signs of commitment.
To inspire donations for the construction
of individual micro-homes,
Simplify® created 3’ x 4’ signable signs.

Simplify®, Mobile Loaves & Fishes
Simplify®, Mobile Loaves & Fishes
Simplify®, Mobile Loaves & Fishes
Simplify®, Mobile Loaves & Fishes
Simplify®, Mobile Loaves & Fishes
Simplify®, Mobile Loaves & Fishes
Simplify®, Community First Village
Simplify®, Community First Village

When every word counts,
the value of Goodness® is incalculable.

Mobile Loaves & Fishes has now trademarked
each of the Simplify® seed and root expressions—
Goodness® and Serving Goodness®—
and benefits from additional revenue streams
through the sale of merchandise
designed by Simplify®. Every last pixel of which
has been a privilege to provide.


Simplify®, Mobile Loaves & Fishes

Compassion, to the fourth power.
Simplify® has defined four paths to involvement:
Volunteer, Donate, Sponsor, Serve.
Let’s have a look.


Simplify®, Mobile Loaves & Fishes

Simplify®, Mobile Loaves & Fishes

Simplify®, Mobile Loaves & Fishes

Simplify®, Mobile Loaves & Fishes

Welcome to the new offices of
Mobile Loaves & Fishes,
where even the front door presents
an inclusive way forward.

Simplify®