Fort Worth Housing Authority came to J.O. to craft the story of its new name, Fort Worth Housing Solutions (FWHS). Because they provide more than just housing, FWHS needed its branding and messaging to be viewed and understood as an entity who not only provides affordable homes, but also moves people's lives forward.
Since they wanted a brand built around their new logo and color palette, J.O. felt strongly about conducting market research to better understand their constituents of residents and landlords. Once completed, J.O. set forth to elevate the identity through warm photography and clever messaging.
The campaign, "Changing the Face of Housing" redefined how the community viewed affordable housing and who it impacts. With a modern, fresh feel that speaks to the innovative nature of FWHS, the diverse photography represented the residents that flourish there. And, with an organization their size, FWHS's branding needed to be just as strong internally as externally. To emphasize and educate the 80+ staff, J.O. orchestrated an employee pep rally to invigorate FWHS members as they entered a new era for public housing.
FWHS is setting an example of how to approach affordable housing and, as a result of our branding efforts and their innovative way of partnering with businesses, they continue to grow and thrive in Fort Worth. The awareness campaign continues today and still garners increased tenant applications and partner initiatives.
2016 PRSA Achievement Award of Programs: Reputation/Brand Management
2017 Bronze Addy for Online/Interactive Campaign
2017 Gold Hermes Creative Award for Display Advertising