Avalon Housing works to end homelessness by developing affordable housing centered on community, care and support. When Avalon was referred to us, they lacked a clear way of differentiating themselves from their peers who also help address homelessness. We researched and interviewed their stakeholders to understand what was unclear and why. In the end, we helped align their brand strategy and helped them lean into the fact that they are the only organization that develops, contructs and manages affordable housing.
Avalon wanted to move forward while preserving their existing logo. To accomplish this, we made slight shifts to the color palette. We developed clear messaging. We also addressed the power of photography and gaze— and helped find a way to represent the people they help while preserving their dignity, privacy, and autonomy by creating a library of illustrations based upon real photos.