The Rhode Island Foundation: HousingWorks Rhode Island
2008 ReBrand 100 Winners > notable
Industry: Public/Non-Profit - Below: Before Images, Rebrand Images, Summary, Credits
Summary: Industry Setting - HousingWorks RI was established as a coalition of local businesses, government agencies, and community groups to end Rhode Island’s severe shortage of quality, affordable housing. Challenge - Homes were fast becoming unaffordable for most Rhode Islanders. In 1999, rents and house prices began to soar while household incomes grew only 1% annually. Added to this problem was a lack of building new “affordable housing” and a growing population. Tens of thousands of the state’s moderate-to-minimum wage earners had almost no choice but to live in substandard housing or go homeless. Strategy - We set out to change the perception of Rhode Island’s affordable housing crisis by redefining “affordable housing”* and by painting a true picture of who and how many in Rhode Island have been affected by this crisis. *Affordable housing, according to the federal standard, means a household should spend no more than 30% of its monthly income on housing costs (including rent or mortgage, utilities, taxes and insurance). Result - We created print collateral, a website, and email alerts to provide a one-stop, authoritative source of information for government leaders, city/town planners, businesses, developers, and the media about affordable housing in Rhode Island. HousingWorks subsequently led the campaign to pass Question 9, the $50M bond in the November 2006 election. The bond-funded program awarded $10 million to 20 affordable housing developments—an investment that, to date, has created 355 affordable homes across Rhode Island and will leverage $150 million from other sources. Credits: Client: HousingWorks Rhode Island - www.housingworksri.org Brand Strategist/Designer: Orange Square - www.orangesquare.com Creative Director: Kristine Merz Designer: Ryan West Illustrator: Rick Shiers/Scrappy Dog Studios - www.scrappydog.net Copywriter: Tom Ahern/Ahern Communications Ink - www.aherncomm.com Website Development: Embolden Design - www.embolden.com [back] |
