Housing is the foundation on which strong communities are built, and the demand for affordable housing has never been greater. But the competition for dwindling public funds is formidable. We understand first-hand the need to differentiate your brand and powerfully communicate how essential your work is to decision makers in particular and community members in general.
Our housing clients have their missions dialed in and are clearly making their communities a better place. Their branding challenges tend to be twofold: looking and sounding as good as they truly are, and framing the conversation so their story resonates powerfully, whether preaching to the choir or winning converts.
Lack of diversification in home prices poses a real and growing threat to the economic stability, quality of life and future of every American. When all members of a community (teachers, first responders, seniors) can afford to live there safely, they build a stronger community, now and for the future.
There’s ample data to support that position, but without a messaging strategy that reframes the conversation about housing equity, citing that data does little to change hearts and minds.
Data and evidence can be used effectively, but only when it supports a more compelling overall message.
The Fort Collins Housing Authority needed a brand identity to better reflect the breadth of their offerings and start to change the perception of affordable housing. Toolbox drove the rebranding process, starting by building consensus around the name Housing Catalyst and resulting in an entirely new brand identity.
The Fort Collins Housing Authority needed a brand identity to better reflect the breadth of their offerings and start to change the perception of affordable housing. Toolbox drove the rebranding process, starting by building consensus around the name Housing Catalyst and resulting in an entirely new brand identity.
The new brand received a glowing reception from the community. Web traffic increased dramatically. The organization won a national award for the rebrand. Most importantly, Housing Catalyst’s brand identity now matches its exemplary work, and both support its mission.
The Villages, affordable communities developed by Housing Catalyst, needed a new website to better serve the community and compete with other local apartments. With multiple complexes and homes, and more development in the works, the Villages needed to present its growing portfolio as a unified entity. Toolbox created a structure and design that played well with Housing Catalyst branding while establishing a distinct Village presence. The site incorporated electronic forms, saving hours of staff time, and integrated seamlessly with RENTCafé, a proprietary property management website.
Every Villages community, with beautiful design and contemporary amenities, exemplifies how affordable housing not only builds homes — it builds stability, pride and a vibrant culture. The new Villages website reflects this, featuring messaging and design to rival any of the upscale, high-rent complexes in town.
What’s love got to do with it?
When we interview housing organization staff and the residents they serve, the word most often used to describe interactions between the two is love.
Stop, in the name of progress
Housing agencies are reinventing how they serve our communities. In that effort, policy matters. Process matters. Addressing inequity matters. And words matter. Here are four words that should be shown the door.