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State of Assembly
On land owned by and adjacent to a Methodist church, this inclusive brand identity project, encompassing both name and visuals, was for a 54-unit affordable housing development, about half of which are designated for very low-income LGBTQIA+ seniors. Led by Home First Development in partnership with Christ United Methodist Church, the building name and branding reflect the church's affirming and inclusive mission while feeling separate from the church itself.
The branding had to honor the church’s progressive values and mission to support low-income LGBTQIA+ seniors without making the building feel overly connected to the church. It had to reflect openness, love, and affirmation but not be overtly religious.
The key objective was to engage the church for input on naming and design that honors the church and captures the spirit of an LGBTQIA+ community that bravely fought for progress, equality, and visibility, paving the way for subsequent generations. Honoring and embodying their resilient spirit is a key priority for this housing project.
Result 1: Lack of controversy. Early and often collaboration with the church and the LGBTQIA+ community, gave all involved a sense of ownership over the name and design. They created the path and we laid the road.
Result 2: Through subtle naming, organic, abstract form and gradient colors evoking the iconic rainbow pride flag; distinct, affirming brand embodies the spirit of inclusion and celebrates diversity.
Result 3: By opening day, there were more than 100 people on the waiting list for the 54-unit apartment complex that celebrates affirmation and inclusivity.
The United Methodist Church recently experienced a schism between differing views on LGBTQIA+ inclusion. In response, Christ United made a clear decision to be a reconciling congregation that affirms and welcomes all individuals, regardless of sexual orientation or gender identity.
This affordable housing project reflects Christ United's dedication to inclusivity. However, residents needed to feel a degree of separation from the church, recognizing that many LGBTQIA+ individuals—particularly seniors—may have a complex relationship with religion based on their life experiences.
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