Copy • Creative • Strategy | Bill Abramovitz
Initially, an assignment to create a marketing consultation logo for a non-profit facing funding cutbacks led to forming a new company.
Columbus Housing Partnership
Non profit homebuilder
Lower income potential home buyers
Create a new revenue stream to help Homeport reduce its reliance on federal funding
The goal was to create a warm, welcoming identity that speak to first-time home buyers and separate Homeport from other homebuilders
Business Concept • Created the Homeport name, brand positioning and identity • Designed visual elements for the first merchandising center • Created the penguin logo for the first of development — North of Broad
Though the initial engagement was to create a new identity for Columbus Housing Partnership but we identified a bigger need. Federal funding for affordable housing was facing cutbacks, threatening the organization's ability to grow and fulfill its mission.
The Columbus Housing Partnership didn't need a new logo; it needed a new funding source.
The agency developed the idea for a new homebuilding company operating under a 501(c)(3), a new identity, and marketing materials to launch its first development The Homeport name was chosen to evoke safety, stability, belonging, and the idea of coming home—qualities central to the organization's mission of helping individuals and families achieve housing security.
The impact extended far beyond the original assignment.
What began as a response to a brand identity project became the impetus for an enduring organization recognized for innovation and profitability.
Homeport launched with approximately $3 million in annual revenue. Today, the organization generates more than $30 million in annual revenue and has become one of Central Ohio's leading affordable housing organizations.
No matter the size of a project, thinking big and understanding a client's business objectives can lead to innovation.
