Housing authority brand redesign
Lawrence Housing Authority

Housing Authority Brand Strategy & Web Design

Lawrence, Massachusetts

The Challenge

Reimagining a long-neglected brand

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.


With a new executive director stepping in, the organization was looking to relaunch with a fresh, new look to include new logo and stationery and their first ever website

The Strategy

Fine-tuning the direction of the brand, its value, and its target audience

We performed extensive brand strategy and market analysis to identify strong brands in the government market. 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

A bright, engaging brand experience to match the spirit of the town and of the HA staff

We delivered a brand brief outlining the following:

  • Value proposition
  • Key stakeholders
  • Core purpose
  • Vision statement
  • Primary & secondary target audiences
  • Similar organizations
  • Brand attributes
  • Positioning statement
  • Audience attributes

We translated this information into a logo design that embodies Lawrence Housing Authority’s Big Idea: Creating home in Lawrence. The block design + wave + incline are reminiscent of one of their more popular properties, the Merrimack River, and the valley surrounding the town.


We’ve created business cards and stationery to match the style derived from the development of the brand brief. We also launched their first ever website at lawrencehousing.org. Together with our content development and structural organization, it features property info, staff directory, documents (in window and downloadable), and other key information regarding federal and state housing programs.

I met Sarah Williams through a mutual friend in the housing industry. At that time, we were in the process of rebranding our agency as well as creating a website. This process can be very difficult, mainly due to the significant demand and level of coordination and involvement necessary to see this type of project through. Ms. Williams made this process and experience seamless. Sarah is professional, prompt with her responses, and provided us with her style and guidance that made everyone involved have a wonderful experience.

Efrain Rolon, Executive Director Lawrence Housing Authority: Lawrence, MA