Habitat for Humanity is a brand recognized around the world, however, the local affiliates often struggle to create their own brand identity, which gives a unique sense of their community and constituency. Being a worldwide brand, Habitat for Humanity has strict brand standards to which they require local affiliates adhere.
Habitat for Humanity East Bay/Silicon Valley previously existed as two separate affiliates and recently completed a merger to cut overhead costs, and serve their local communities more efficiently. They approached Rootid to help forge a new online identity. It was important to them that the visual identity of the website represent the lifeblood of the organization: the volunteers and supporters. Through a comprehensive discovery process and user profiling, Rootid created a brand identity for the organization’s website that appealed to the target audience, and incorporated a “Bay Area flare,” while also maintaining the strict branding guidelines that were laid out by the international umbrella organization.
Beneath the revamped branding, Rootid also integrated several 3rd party systems that help Habitat for Humanity recruit volunteers and donors, generate marketing leads and process donations. The end result was a site that was visually stimulating and represented the local supporters, but also a tool that supported data collection efforts and administrative tasks.