Opening the Door
With a long history and significant impact on the local community, the Greensboro Housing Coalition represents a valuable yet often unknown resource in the North Carolina Triad. To expand recognition and build additional inroads for donations and funding, the organization asked A Great Idea to review and evolve their identity and brand strategy. Through those discussions, options included starting from scratch to overhauling the existing identity. After discussion and review, AGI saw value in the existing identity and looked to build on the recognition among existing donors and reduce costs of a massive brand shift by evolving the brand to feel more current while more clearly representing the important work being done every day. This meant trimming out excess pieces and refining the shape to represent the organization’s ability to ‘open doors’ for families to live in healthy homes.
Expanding the Message
To build on the new logo’s mark, A Great Idea developed a tagline which could represent the organization’s impact on the community. The goal was to encapsulate the diverse programs in financial assistance, housing assessment, advocacy for renters and more.
Putting it into practice
Many local organizers and donors knew bits and pieces of GHC’s important work, and so it was important to develop a visual vehicle that could enhance that understanding while also being easy to scale and reproduce. A Great Idea introduced a combination of folder and letter size pages that each demonstrated a key program of the organization. Every sheet featured a unique true story and original photography along with statistics and descriptions of the programming, helping GHC to build their brand.