With new leadership and an ambitious plan for growth, this affordable housing nonprofit needed clarity around its purpose and a stronger brand to make its mission of living in Travis County accessible to all a reality.
Founded in 2004 under the Travis County Commissioners Court, Strategic Housing Finance Corporation has developed finance and land-use solutions to provide over 6,000 affordable housing units in communities throughout Travis County. After separating from the Travis County Housing Finance Corporation and hiring new leadership, SHFC hired Arrow to execute a comprehensive brand audit. We conducted in-depth qualitative and quantitative research across multiple stakeholders with the goal of positioning the independent nonprofit as distinct from its peers in the housing space and ready to fill the housing affordability gaps in the community through a strengthened brand strategy and visual identity.
Our brand audit revealed that Strategic Housing Finance Corporation’s new leadership brought credibility and goodwill to the organization and clearly identified key priority audiences; however, the organization needed to help audiences understand what makes its work valuable, differentiated, and “strategic.” We shortened the name to “Strategic HFC,” developed a brand positioning strategy, and created a fresh new logo and visual identity.
Strategic Housing Finance Corporation introduced itself as “Strategic HFC” in December 2024. The new brand highlights Strategic HFC’s strengths as a collaborative and innovative partner that deploys comprehensive development solutions to address the complex housing challenges of each city within Travis County that are always in the best interest of residents and taxpayers.
