TAG recognizes the cornerstone of the Community Home Partners (CHP) brand is people. The services CHP provides are critical to the well-being of the Rock Island community. The previous CHP brand lacked the emotional pull to match its goal of providing housing opportunities for people who need assistance to get back on the right track.
The primary vision of CHP is to provide a variety of levels of housing and create a stair-step pathway to help people continue to better their lives. This statement serves as the foundation for the entire creative platform. Suddenly, we started seeing stairs everywhere and the simple concept of a staircase rising, providing a way to reach a higher place, was an engaging story we could build on.
Formerly Community Housing Services, Section 8 housing had garnered a poor reputation throughout the United States. Even as programs improve and make major strides, the connotations around CHP’s old brand could make it difficult to make new connections and relationships with people and organizations.
TAG developed a whole new name, logo and style for CHP to represent the new era of affordable housing. The new name, Community Home Partners, emphasizes the things this organization is most passionate about: being a partner for the community to ensure everyone can have an amazing home.
Since launching the new site and continuing to partner with TAG for social media and digital advertising, CHP has seen its waitlists fill up, close to 98% at all times. CHP and TAG coordinated ribbon-cutting ceremonies with local media attendance for new properties , developed business cards and print materials for internal and external purposes, and continue to execute a social media and blogging strategy.
