Evolving a brand for the future of Boston
Metro Housing Boston
Metro Housing | Boston (formerly Metropolitan Boston Housing Partnership) is passionate about families thriving in homes they can afford. For over 30 years, they have helped individuals and families with low and moderate incomes in Greater Boston to achieve invaluable access to services that can lead them to safe, affordable housing. The organization has a stellar reputation within the city, state, and federal circles. However, leadership recognized that to meet the future needs and challenges of affordable housing in Boston, the brand must evolve. There was a need to enhance support from donors and the public by telling an updated, more relevant story about who they were and the great work they do. We were asked to help them do this. We first provided a foundation of informed, creative strategies that helped the teams understand and mold how the world saw them. We then provided actionable tools to engage evolution. Though well known within close circles, their name was cumbersome and challenging when interacting with a broader audience. We were able to maximize it's significant equity while making it more relevant and memorable. Metropolitan Boston Housing Partnership became Metro Housing Boston. The development of a new logo and identity, messaging, and outreach led to the cultural and communication shifts needed. We partnered with their architects and interior designers to infuse this newly polished brand into the new headquarters through thoughtful visual and experiential touchpoints within the spaces. Outreach to the public was positioned through strategic campaigns that creatively connected.