Well Housed Dalton
Rebranding with humility, conviction, and vision for the future of housing in Dalton
The Challenge
For more than 75 years, the Dalton Housing Authority had served the city by providing safe, affordable housing. But as the organization shifted its financing models away from traditional public housing toward Low-Income Housing Tax Credit (LIHTC) developments and mixed-income communities, the old name no longer fit. The board and staff recognized the need for a rebrand that would honor their legacy while positioning the organization for long-term growth.
They asked Erika B Marketing to help them refine their brand, messaging, and public presence—ensuring that their story would be told with humility, transparency, and conviction.
Our Approach
Rebranding Process
- Conducted brand workshops with board and staff, listening closely to their values and vision.
- Developed a tagline rooted in their legacy: Investing in housing and people since 1949.
- Crafted the new name, Well Housed Dalton, reflecting both the dignity of home and the care invested in people.
Messaging Framework
- Balanced warmth and authority: highlighting compassion for residents while reinforcing financial responsibility and long-term strategy.
- Created talking points for board and staff to unify their voices when engaging with city leaders, media, and community stakeholders.
- Positioned the organization as a leader in housing innovation—moving beyond public housing to LIHTC financing and mixed-income redevelopment.
Updated Website
- Designed a refreshed homepage appealing to both residents and investors.
- Wrote copy that showcases impact statistics, ROI for housing investment, and stories of neighborhood revitalization.
- Added clear CTAs for partnership, investment, and community engagement.
Brand Rollout Strategy
- Sequenced public announcements with key project milestones, including demolition and redevelopment with Walton Communities.
- Crafted ad copy and a magazine announcement to introduce the new brand.
- Coordinated press releases and city council talking points to ensure transparency and minimize negative public perception.
Visual Branding Assets
- Designed new signage for properties and redevelopment sites.
- Created branded materials for staff and board members—ensuring they carried the brand with confidence in every interaction.
- Established visual consistency across digital platforms, print ads, and community presentations.
“As an organization serving the Dalton community, our dilemma was how to effectively communicate with our varied constituency. Our name, brand and image no longer reflected our vision and program of work.
We were fortunate to engage Erika Mosteller and her team to assist us. They were capable and professional, and we are extremely pleased with the end product. Indeed, we continue to look to Erika for her creativity and counsel.”
— George Woodward, Chairman of the Board, Well Housed Dalton
The Outcome
Well Housed Dalton launched with a brand that honors their past while boldly stepping into the future. The new identity conveys both humility—a recognition of the human side of housing—and conviction—a commitment to building stronger neighborhoods and opportunities for Dalton residents.
The Takeaway
With clear messaging, unified leadership, and a modern brand presence, Well Housed Dalton is now positioned for the next 75 years of impact: transforming communities, attracting investment, and ensuring every Dalton family has the chance to be well housed.