Partnership for Housing Affordability

Project Manager:
Michael Street

Client Location:
Richmond, VA

Client Industry:

Portfolio Item Type:

Project Overview & Objectives:

We recently had the privilege of collaborating with the Partnership for Housing Affordability (PHA), a cornerstone nonprofit dedicated to housing advocacy and research in the Richmond region. As PHA approached its 20-year milestone, they aimed to rejuvenate their brand with a fresh logo and enhance their website’s user experience. Our mission was clear: to create a modern, accessible digital environment that mirrors PHA’s commitment to housing advocacy.

Our Approach:

Logo Redesign:

Embarking on the logo redesign for the Partnership for Housing Affordability (PHA), our objective was twofold: to encapsulate PHA’s expanding influence in the housing sector and to align the logo with the organization’s steadfast commitment to fostering affordable housing solutions. The redesigned logo is a visual representation of PHA’s evolution and its aspirations for the future.

At the heart of the new logo is the acronym “PHA.” A distinctive feature of the logo is the interconnection between the letters, symbolizing the unity and collective strength of the diverse communities PHA serves. This design choice highlights the organization’s role in bringing together various stakeholders to address housing challenges in a cohesive manner.

The “H” is crafted with ascending lines that culminate in an upward arrow, embodying the concepts of growth and advancement. This element not only represents PHA’s upward trajectory over the years but also its ongoing commitment to elevating housing affordability as a priority in public discourse.

Website Redesign:

Website Redesign:

PHA’s website needed a transformation to improve stakeholder engagement and data accessibility. Here’s how we tackled it:

  • Enhanced User Experience (UX): We revolutionized the Housing Hotline Form by segmenting it into manageable steps, providing immediate clear feedback for queries outside PHA’s service scope. This not only reduced user frustration but also streamlined the inquiry process.
  • Integrated Donation Form: Transitioning from an external PayPal link to an embedded donation form, we offered donors a seamless experience. This change not only elevates the professionalism of PHA’s platform but also simplifies transaction tracking for the staff.
  • Data Usability: Recognizing the website’s role as a critical information hub, we optimized the presentation and accessibility of housing data. Our design ensures that stakeholders find and interpret the data with ease, enhancing its utility for the community.
  • Commemorating History: As PHA celebrated two decades of impactful work, we added a timeline feature to their website. This visual element narrates PHA’s journey, highlighting major milestones and their profound community impact.


The reimagined logo and website made their debut at PHA’s annual State of Housing event in January 2024, coinciding with the Partnership for Housing Affordability’s 20th anniversary. This launch introduced a fresh, modern aesthetic to PHA’s brand and digital presence. Our collaborative endeavor has equipped PHA with a strengthened platform that not only enhances visitor engagement but also simplifies the process for housing hotline inquiries, improves accessibility to vital housing data, and makes donor contributions more seamless. The enthusiastic feedback from PHA and its diverse stakeholders has been exceptionally rewarding, underscoring the significant impact of our efforts in furthering PHA’s mission to promote housing affordability.

This project was a testament to the power of thoughtful design and strategic enhancements in creating a digital space that truly serves its community. We are proud to have played a part in PHA’s ongoing journey and look forward to seeing how their updated digital presence continues to support their invaluable work in the housing sector.


Digital Strategy
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