Abbrey
Affordable Housing for All
Non-Profit
Abbrey Affordable Housing Foundation gives people a second chance at a stable home. Their brand needed to feel as warm, solid, and supportive as the homes they provide.
The Brief
Abbrey removes common barriers to housing for people who need a fresh start, especially those returning from incarceration. Their furnished, roommate-style homes in Columbus come with a community and someone in your corner. The old identity was loud, inconsistent, and unprofessional, and it said nothing about the warmth, stability, and advocacy at the heart of the work. Abbrey needed a brand that could earn the trust of potential residents and referral partners alike.
Brand
Logo Design
Visual Identity
Brand Guidelines
Strategy
Brand Strategy
Everything in the identity starts with home. The palette comes out of a 90s suburban living room: evergreen, powder pink, navy, sunflower gold, dusty denim, ash gray, and rusty spice. It’s warm and inviting, with a hint of nostalgia. Patterns borrow from retro tile work and patchwork quilts, alongside a field of homes built from the mark itself. Stringer’s light serif headlines bring character and authority, while Pastiche Grotesque keeps body copy human and structured. Photography is candid and naturally lit, curated with a focus on dignity and diversity.
The voice sounds like a good advocate: steady, warm, and direct. Lines like “Every Comeback Needs a Place to Begin” and “Second Chances Deserve Solid Ground” meet potential residents where they are and speak to the dignity of starting over. We carried the system into launch with brochures written for people reentering society, social posts and headers, and branded touches like keychains and business cards. The result is a place people want to live and an organization referral partners can stand behind.
