Project Hope for the Homeless announces branding strategy and new logo
Project Hope for the Homeless is the only emergency shelter in Lake County and is in its 28th year of operation. For years, many in the area have known the Lake County shelter simply by the shorter name of “Project Hope”.
The homeless shelter is embarking on a strategy change to distinguish itself with a new organizational look including a new logo with different organizational colors and emphasizing use of its full name – Project Hope for the Homeless – in all references.
A change was needed after discovering increased confusion with an international health organization based in Washington D.C. that uses this shorter name Project Hope, including owning and using that online domain name.
“It has come to our attention that many of our family members, friends, supporters, and other organizations increasingly have been confusing us with the other organization and some are receiving solicitation mailings from Washington D.C. thinking it was coming from us,” said Judy Burr, Project Hope for the Homeless executive director. “We have had potential donors mistakenly send their generous gifts with the best intentions in mind to the wrong organization or look on the wrong website to find out information about us.”
As Project Hope for the Homeless has ramped up marketing efforts to become more visible online and in Northeast Ohio during the past two years, the problem of confusion has noticeably increased.
Burr said there have been times when supporters have called her to ask why they were contacted by the other organization thinking it was Project Hope for the Homeless.
“A generous donor who gives regularly was very upset because he had previously asked not to be mailed correspondence from us,” she said. “I had to explain to him that it was not us.”
Burr said the new colors of Project Hope for the Homeless also convey a sense of warmth, comfort, and healing within a modernized logo that is easier to read and includes the organization’s motto “Restoring Hope. Renewing Lives”.
Rebranding and emphasis on using the full organizational name can hopefully make a big difference eliminating confusion, Burr said, noting that a recent grant from the Cleveland Foundation will also help Project Hope for the Homeless improve its marketing efforts and visibility within Northeast Ohio.
Project Hope for the Homeless is a 50-bed facility and has provided emergency and transitional shelter, care and guidance to more than 8,000 people since inception.