Embracing the community and raising awareness

Helping vulnerable homeless populations live life forward

Unified population-based legacy branding under a new name and slogan

Developed distinctive identity and design system

Designed new website to showcase the agency’s mission and services

Provided support for launch and conversion period

West End Residences, HDFC

West End Residences, a New York City HDFC agency, offers supportive housing and wraparound services for the city’s formerly homeless older adults, young mothers and their children, and LGBTQ young people. Over the past 30 years, the agency has helped transform the lives of more than 12,700 residents, including 7,500 children, by helping them find the stability they need and build the skills necessary as they transition into the next phase of their lives.

MBLM’s analysis uncovered that the agency’s name—West End Residences—and the population-based branding for programs and housing sites—”Intergenerational” and “True Colors”—compromised its ability to present a unified face to key stakeholders and the city at large. As a result, MBLM recommended bringing the agency together under a new name that would create greater awareness of all it does on behalf of the city’s underserved homeless populations.

The Homeward NYC name and the “Live life forward” tagline express the common goal of the residents, city agencies, and donors, which is to kick-start the journey that will help homeless populations achieve the independence required to lead full and productive lives.

The Homeward logo and HNYC icon provide the basis for a colorful and engaging visual system to support the agency’s commitment to diversity, equity, and inclusion. The new website, homeward.nyc, delivers an inviting user experience and improved functionality to showcase Homeward NYC’s mission and wraparound services. The site also provides valuable information to potential residents and provides information for how sponsors and visitors can donate and get involved.

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