True Ground
Expansive Rebrand for DC-Area Affordable Housing Real Estate Developer
True Ground
True Ground Housing Partners, formerly known as the Arlington Partnership for Affordable Housing (APAH), is a nonprofit organization dedicated to providing quality affordable housing and resident-centered programs across the Washington, D.C. metro region. With a mission to ensure that everyone has a place to call home – a foundation to live their dreams – True Ground has grown into one of the nation’s leading nonprofit affordable housing developers, offering safe and attractive housing to more than 5,000 individuals. With “Arlington” in the brand’s original name, leaders felt it was regionally limiting, and therefore sought a name change, and comprehensive brand evolution, to better represent its expanded regional focus and commitment to community development. True Ground partnered with Punch for comprehensive services, including naming, brand identity development, marketing collateral creation, a new website, and ongoing creative support.
Challenge
As the organization expanded beyond Arlington to address the affordable housing shortage throughout the Washington, D.C. region, it faced several challenges:
- Local Limitation: APAH needed a new name that encapsulates the organization’s broader geographic reach and continued dedication to affordable housing.
- Communication: Effectively engage various stakeholders in the process for consensus, and convey the rebranding purpose to, residents, and the broader community to maintain trust and recognition.
- Digital Presence: Creating a new website that reflects the updated brand identity, showcases the organization’s mission and services, and engages diverse audiences.
- Marketing Materials: Producing cohesive marketing collateral that aligns with the new brand and effectively communicates the organization’s initiatives and impact.
Solution
Punch collaborated closely with True Ground Housing Partners to deliver a comprehensive suite of creative services:
Brand Naming:
We facilitated months of workshops with key stakeholders to understand the organization’s values, vision, and goals. We sought input and perspectives from executives, investors, residents, and advisors. Punch recommended dozens of name options, each vetted through USPTO, online search, social, domain availability, and social availability searches.
Brand Identity:
Punch led a comprehensive brand design exercise, bringing in elements of the legacy APAH brand, but evolving all elements to effectively represent the True Ground message and vision. The branding effort touched all things from logo and typography, through colors, illustrative style, photographic style, message, tone of voice, and more.
Marketing Collateral Creation:
Our team designed and produced a suite of marketing materials, including brochures, annual reports, and presentation templates, that align with the new brand identity. These materials effectively communicate True Ground’s mission, services, and impact to various stakeholders.
Website Design and Development:
We designed and developed a responsive, user-friendly website that serves as the digital hub for True Ground Housing Partners. The website features intuitive navigation, engaging visuals, and informative content that highlights the organization’s initiatives, communities, and opportunities for involvement. Key features include:
- Community Showcases: Detailed pages highlighting each housing community, including photos, amenities, and resident stories.
- Resident Resources: Information on services and programs available to residents, promoting engagement and support.
- Donation and Volunteer Opportunities: Integrated functionalities that make it easy for supporters to contribute financially or through volunteerism.
Ongoing Creative Support:
Beyond the initial rebranding and website launch, Punch provided continuous creative support, assisting with campaign development, event materials, and digital content creation to ensure the brand remains dynamic and engaging.
Results
The partnership between True Ground Housing Partners and Punch led to significant achievements:
- Successful Rebranding: The new name and brand identity effectively communicated the organization’s expanded mission and geographic focus, receiving positive feedback from stakeholders and the community.
- Enhanced Digital Engagement: The new website experienced increased traffic and user engagement, with visitors spending more time exploring content and utilizing resources.
- Consistent Communication Materials: The cohesive marketing collateral reinforced the new brand identity and effectively conveyed the organization’s initiatives, enhancing stakeholder understanding and support.
- Strengthened Community Relations: The rebranding and improved communications fostered stronger relationships with residents, partners, and donors, supporting the organization’s ongoing efforts to address affordable housing needs.
Through this comprehensive collaboration, Punch successfully guided True Ground Housing Partners through a transformative rebranding process, resulting in a revitalized identity and digital presence that aligns with its mission to provide quality affordable housing and empower communities across the region.
