creating a new brand to help with positive engagement and awareness.
Georgetown Harmony Homes (GHH) provides quality, affordable Christian living for adults with intellectual disabilities. Currently GHH has four homes in the Georgetown area and serves 24 individuals in those homes. As part of a broader strategic planning effort, the organization engaged ddm’s marketing services to develop a name, create a logo, provide new messaging, and produce a full identity suite.
Challenge
Georgetown Harmony Homes was in need of a major brand refresh. Its original logo often got confused with a builder or construction business, and the word ‘Georgetown’ was limiting in geography and made the name too long.
solution
We introduced friendly, bright, and joyous fonts and colors. The varying shapes suggest diversity and neurodiversity, while the uneven lines in the designs are unlike a typical builder’s logo. The circles represent people, and the focus is on a feeling rather than the building or house itself. The client requested the logo contain a subtle nod to Christianity, and we incorporated a cross as a wall of the house. We chose the word ‘Communities’ because it’s more than just a house, it’s a fellowship. Part of Harmony Communities’ mission is that its residents get the most from life and be fulfilled in their journey. The tagline ‘Life to the Fullest’ fully embraces that ideal.
Results
The new graphic elements and name change have contributed to the brand hierarchy, both internally and externally. They have influenced overall messaging and have emerged in all new strategies. It has been well received and embraced by residents, families, staff, volunteers, and donors alike.
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