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.
The Fort Collins Housing Authority had recently launched a new color palette throughout their offices and communities. Staff and residents loved the fun, vibrant colors and didn’t want to lose them. Integrating the palette into the new identity worked beautifully.
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 Housing Catalyst brand was launched to a glowing reception internally and externally. Department heads were excited, and the community more clearly understood the value of Housing Catalyst and the breadth of services they provide. Web traffic increased dramatically.
Housing Catalyst has been doing what they do really well and creating compelling stories for a long time. Their new brand clarifies and amplifies those stories.
We’re big believers that a strong NPO brand increases the capacity of an organization—building a bridge between program strategy and external communication. Housing Catalyst’s brand identity now matches their external image, and they both support the mission.
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.
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.