- Resource Development
- Board Engagement
Modernizing a Brand
Over the course of two decades, West Suburban PADS had established an enviable track record as one of the Chicago metropolitan area’s leading social services agencies serving the immediate needs of homeless individuals. The organization’s name was based on an acronym for “Public Action to Deliver Shelter,” because overnight shelter was the totality of its original mission in 1992. By 2014, the organization had moved to a comprehensive continuum of services designed to prevent and end homelessness.
Based on extensive research, WCG President Gardi Wilks was one of three PADS board members who championed a branding initiative, including a more appropriate name and logo, to better articulate the organization’s purpose and value. In her role with the board, Gardi helped shape and lead this initiative, in collaboration with staff and other stakeholders:
- Building board support
- Engaging outside branding partners
- Galvanizing community support
- Launching the new brand
Today, the organization’s name – Housing Forward – more accurately reflects its broader mission and resonates with many of its most important stakeholders, including donors.