The Fort Collins Housing Authority needed a brand identity that would better reflect the breadth of their offerings and start to change the perception of affordable housing.
Toolbox dove right in—interviewing all five department heads and conducting extensive research into the industry environment, local perceptions and competitive mindsets. We documented where the agency currently was, where the brand could go and how to get from point A to point B. Before starting design, we articulated Housing Catalyst’s voice, tone and visual style. We even presented to the board of directors to help win approval of the name change.
Next, we developed a positioning roadmap and visual identity campaign that was implemented through a variety of brand touchpoints: website, infographics, e-newsletters, stationery and print materials.
The new website isn't just beautifully designed; it also greatly improves operational efficiency. We integrated and branded their existing RENTCafé interface, made available homes easier to navigate and digitized the application process. The result: countless staff hours saved and a user experience on par with any for-profit market-rate rental housing option.
In 2017, the Housing Catalyst rebrand received the Award of Merit from the National Association of Housing and Redevelopment Officials (NAHRO) — some well-deserved recognition from the agency’s peers nationwide.