INLIVIAN: Housing Redefined
Cheron Porter
SVP of Public Relations
INLIVIAN: Housing Redefined
Charlotte
North Carolina
Graphic Design
INLIVIAN: Housing Redefined Logo Design
INLIVIAN: Housing Redefined
Cheron Porter
Jeanne Frazer, President and CEO, Vitalink
Mike Steele, Graphic Designer, Vitalink
After 80 years, we decided to change our name from the Charlotte Housing Authority (CHA) to INLIVIAN. INLIVIAN, is a word created inspired by the word “enliven,” meaning “to restore or give life to.” Established in 1939, CHA’s mission was to provide housing for families after the Great Depression. Today, our mission is the same, but has evolved from a traditional housing authority to an agency focused on property management, real estate development and supportive service solutions that help families move out of poverty. The new brand was developed after qualitative and quantitative research.
Residents, community leaders, elected officials and employees with a focus on women between the ages of 25 - 65 who make between $25k - $125k.
The new logo is called INLIVIAN's “Housing Star”. The home shape is repeated and overlapped to form an abstract star. The star represents guidance and leadership, abundance and hospitality. The connected houses represent the diverse, connected communities created by INLIVIAN. Ultimately the star is made up of elements that change to form patterns, much in the same way lNLIVIAN will continue to change to meet housing needs. Since INLIVIAN is a new word, the tag "Housing Redefined" is always included to help those who may not readily understand the new name.
This final design came after about 30 options and iterations. In the final sign off phase, the housing star, came under scrutiny because a board member felt the "home" resembled a church. Our team then did extensive research showing the various pitches and windows of homes to show it was in fact, a home. You can view the research in the logo rationale file. The cool design also enabled us to create an animated graphic .mov that tags our video assets. The animation underscores our mission of providing diverse housing.
This was a labor of love and we had a lot of fun designing a logo inspired by strong qualitative and quantitative research, an opportunity we do not often get.
https://www.dropbox.com/sh/36e8o4x197sx7z7/AADH4ulsIEknKS0RqX0sFogta?dl=0