Lawrence Housing Authority

Brand Brief document Housing Authority Business Card Design Housing Authority Stationery Design

Lawrence Housing Authority

THE CHALLENGE

Lawrence Housing Authority approached us to renew their brand identity and design their very first website. Their original branding, created in 1938, was only updated once, in the 1980s, when the presiding executive director changed only the color.

The organization was looking to relaunch with a fresh, new look. Their brand needed to encompass the following:

  • The spirit of the town of Lawrence, a low-income town north of Boston with a 90%+ proud Dominican population.
  • The geographic area, characterized by the Merrimack River, some of the largest mills in the nation, and a rich history.
  • The dedicated Lawrence Housing Authority staff who exemplify boldness and professionalism.

THE STRATEGY

  • We first visited the housing authority to speak with staff, view their properties, and get a sense for the town and its residents.
  • We then conducted a comprehensive strategy session to evaluate how Lawrence Housing Authority could be better represented by new branding.
  • We built a brand brief outlining the following:
    • Value proposition
    • Key stakeholders
    • Core purpose
    • Vision statement
    • Primary & secondary target audiences
    • Brand attributes
    • Positioning statement
    • Audience attributes
  • We then translated this information into a logo design that truly embodies Lawrence Housing Authority’s Big Idea: Creating home in Lawrence.
  • We’ve created business cards and stationery to match the style derived from the development of the brand brief.

Going forward with the project entails:

  • We’ll be building a fully responsive website to feature their core programs, tell their story, and present contact information.

THE RELATIONSHIP

Following brand and website launch, we will train staff to maintain the website and provide backup as needed, as well as coordinate printing of business cards and stationery as changes arise.

Location

Lawrence, Massachusetts

Category

Branding, Print Design

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