BRANDING
PERMANENTLY AFFORDABLE HOUSING

Tempe Coalition for Affordable Housing is a nonprofit affiliate connected to the City of Tempe. The organization was created to support permanently affordable housing in Tempe by helping create, maintain, and expand housing options that remain affordable over time.

 

TCAH came to Javelina as a new organization that needed a clear identity of its own. Although connected to the City of Tempe, TCAH needed to be understood as a separate organization with its own brand, message, and role in the community. With a small team, a young board, and limited internal marketing capacity, TCAH needed expert support to define who they are, what they do, how they talk about their work, and how to introduce the organization to key audiences.

• Core Identity: Defined the foundational elements of TCAH’s brand, including the organization’s why, what, how, and who.
• Brand Toolbox: Developed brand positioning, brand narrative, brand tone, brand persona, and target audience personas to guide future communications.
• Message Toolbox: Created practical messaging tools, including a message triangle, elevator pitch, FAQs, talking points, and audience-specific messages.
• Visual Identity: Developed a unique logo and visual identity that gave TCAH a distinct, recognizable presence separate from the City of Tempe.
• Brand Launch Strategy: Created a strategy to help TCAH introduce the new brand, including goals, target audience profiles, SWOT analysis, tactics, and metrics for success.