Partnership for Housing Affordability

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Client Location:

Richmond, VA

Project Manager:

Courtney Turrin

Client Website Link:

Partnership for Housing Affordability
(opens in a new tab)

Client Industry:

Education, Nonprofit

Portfolio Item Type:

Website, Branding

Website Features:

IDX/MLS Integration, Custom Calculator Tool

Project Overview & Objectives

We 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.

A few months after launching the new site, we once again partnered with PHA and Richmond Association of REALTORS®️ to support Henrico County’s first Affordable Housing Trust Fund initiative. This included adding an AMI calculator and MLS-integrated clearinghouse to connect income-qualified buyers with program-built homes.

Our Approach

Our Approach

A logo built around the work PHA does

The new mark captures PHA’s growing influence in Richmond’s housing sector and its commitment to affordable housing.
Partnership for Housing Affordability logo123
PHA's previous logoBefore
Teal #3A8FB0Orange #F39447Green #2A9A7B
  1. 1

    Interconnected letters

    The linked “p-h-a” stands for the many communities and stakeholders PHA brings together on housing challenges.
  2. 2

    An “H” that climbs

    Rising lines end in an upward arrow, a sign of growth, progress, and PHA’s push to make affordability a public priority.
  3. 3

    A home at the center

    A roofline and window sit inside the letterforms, so the mission is visible at any size.
See the full PHA brand work

Website Redesign

Website Redesign

A site built for people looking for housing help

PHA’s website needed to make it easier for stakeholders to engage and to find housing data. Here’s what we changed.

Multi-step Housing Hotline

The hotline form is now split into short steps and tells people right away when a request is outside PHA’s scope.

On-site donations

An embedded donation form replaced the external PayPal link, so donors stay on the site and staff can track gifts more easily.

Usable housing data

We reorganized PHA’s research so visitors can quickly find and understand the key numbers.

20-year timeline

A new timeline marks PHA’s 20 years of impact and the milestones along the way.
Feature spotlight

From “What can I afford?” to homes you qualify for

For Henrico County’s first Affordable Housing Trust Fund program, we built an AMI calculator. Its result feeds an MLS/IDX search that only shows program-eligible homes.
Step 1 · Estimate your AMI
Step 2 · Browse eligible homes
  • Calculator, not guesswork. Buyers enter household size and income to get an estimated AMI level.
  • Smart MLS filter. A custom rule scans listing details so only program-eligible homes appear.
  • One clear path. The AMI result becomes a search filter, so buyers see the homes they qualify for.

Key Results

The reimagined logo and website debuted at PHA’s annual State of Housing event in January 2024, celebrating the Partnership for Housing Affordability’s 20th anniversary with a fresh, modern brand.

This collaborative effort has enhanced visitor engagement, streamlined housing hotline inquiries, improved access to vital housing data, and simplified donor contributions—paving the way for more affordable homeownership opportunities.

The enthusiastic feedback from PHA and its stakeholders highlights the impact of this project in advancing their mission. We’re proud to have supported PHA’s work and look forward to seeing their updated digital presence drive meaningful change in the housing sector.

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X21 Team Work

Our Services

  • Branding
  • Creative
  • Design
  • Content
  • Development
  • Digital Strategy
  • SEO

How many team members collaborated on this project?

0
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