As the largest affordable housing provider in Oregon, the Housing Authority of Portland's name was neither geographically accurate nor a reflection of it's mission of providing community members the essential of a home to move the lives forward. Senior management and the Board of Directors saw a strategic opportunity to clearly define their mission and better communicate their difference and vision to a broad range of public stakeholders.
The new brand created by Brand Navigation combines the name Home Forward and the "flourishing home" symbol to convey that providing a family with the basics of a roof over their heads is the foundation to move their lives forward. In addition to the name and identity, brand services included website design, collateral design, copywriting, brand style guide development, facilities signage and various internal and external marketing communications.
Results included overwhelming acceptance and support from the Board of Directors, staff, city officials and Home Forward residents. Shortly after the brand launch, Home Forward was granted an 18.5 million grant from the U.S. Department of Housing and Urban Development (HUD).