The Housing Partnership Inc. is a non-profit organization dedicated (and I mean, dedicated) to creating affordable housing opportunities while encouraging family stability and empowering communities. The HPI team embodies nearly everything we love about working with non-profits. They are a resourceful, clever, and experienced team with a lofty vision.
From the moment we began stakeholder meetings with HPI, we knew that it was going to be tough to fully explain all of the projects and underpinnings of such a well-oiled machine to a broad audience. However, what we also discovered was that 75% of the external audience for HPI had a fairly narrow (although ambitious) motivation path. There were 3 clear goals for our audience members: rent a home, buy a home, or learn how to buy a home. Through direct demographic and observational research, we found the prospective lifestyles that outlined these motivations. Through these three main personas, we identified our questions, validated our hypothesis and discovered the true habits of our audience members.
When we began the branding piece of the project, the client stated they did not want to change logo. They had been through several iterations in the past. The logo conversation evolved into a conversation about how the logo had been approached in the past and how that mirrored the previous focuses of the company. To our delight, we discovered a past logo that seemed perfect for the new voice and tone of the people of The Housing Partnership Inc.
We rebuilt the retro logo, and its metaphor charged and validated some of our conceptual rumblings. HPI is forward movement. It is trajectory. It is finding a way to rise up and overcome – both internally and for the audience.
Concepting is always our favorite stage of the process and this project came with a lot of diverse possibilities. In the end, we decided that approaching the ambition of our audience members would be the best way to motivate them to act. Thus the concept: Step Up.
We knew movement had to be implement in some capacity. Each of our animations was created in order to approach the ambitious goals of our audience members in a more emotional way than they had been reached before. We wanted to help them realize their dreams, much like the staff at HPI aims to do.
Nicole, our first persona, receives an animation apartment rentals and a more lively lifestyle. The second animation aimed to approach Shonda, a mother looking for financial education on buying a home. Lastly, we assisted Eric & Lita in guiding them through the process of buying a new home through support.