When Rebuild Woonsocket organized a public campaign around how the city's federal ARPA relief funds should be spent, they needed a visual identity loud enough to make city hall take notice. Caol designed the Housing for All brand from the ground up, a flexible system built for a coalition of organizations that needed to show up together with one unified, credible voice.
Rebuild Woonsocket is a civic nonprofit organization founded to increase voter engagement and push for greater equity and accountability in local government in Woonsocket, Rhode Island. When the organization led a coalition effort to influence how the city's $36 million in federal ARPA relief funds would be allocated, the campaign needed more than a shared cause. It needed a brand.
Caol developed Housing for All as a sub-campaign Brand Identity within the Rebuild Woonsocket umbrella, giving the initiative a distinct visual presence that could function independently while staying connected to the broader organization. The primary Logo pairs a clean house icon with a bold wordmark set in Neue Montreal, direct and accessible without sacrificing structure. A compact monogram lockup, "Hfa" set inside a house-shaped container, gave the system a secondary mark that scaled cleanly from social media avatars to large format print. A palette of civic blue, forest teal, and advocacy green gave the system enough range to move across print, digital, and large format with agency.
The Brand Identity rolled out across print materials, email campaigns, and digital campaign assets supporting a public rally held at World War II Memorial Park in Woonsocket, which doubled as a basic needs drive collecting warm clothing and food for residents. The event drew strong community turnout and enough public attention that the city, in an apparent coincidence of scheduling, dispatched a Highway Department crew with leaf blowers to the park for the precise duration of the rally. The campaign generated real press coverage, unified a growing coalition of partner organizations behind a single visual identity, and kept housing equity at the center of the public conversation in Woonsocket.
A Brand Identity built for coalition use gave Housing for All the visual presence to show up loudly across print, email, digital, and in the streets. The campaign generated real press coverage and unified organizations across Woonsocket, Rhode Island behind a single voice. The city council, having heard the community loud and clear, proceeded anyway.
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