Rebranding initiative leads to DreamKey Partners as nonprofit’s new identity
CHARLOTTE, N.C. (March 3, 2021) – SPARK Strategic Ideas (SPARK) partnered with the nonprofit Charlotte-Mecklenburg Housing Partnership, a long-standing local leader in affordable housing, to rebrand the organization, now known as DreamKey Partners. DreamKey Partners hired SPARK, a full-service strategic branding agency, to lead an extensive brand strategy development process, resulting in the new name and organizational identity.
SPARK began working on the rebranding initiative with DreamKey Partners in June 2020. The agency’s team conducted extensive research including internal interviews; a brand analysis of their materials; external interviews with their community partners, vendors and influencers; and an aspirational brand analysis. SPARK worked with a mix of DreamKey Partners’ leadership team, employees and community partners to take them through the research and helped develop a new mission, vision and core values for the organization.
“The team at DreamKey Partners is grateful for SPARK’s expertise as they guided us through a major step in our organization’s evolution,” said Noelle Bell, senior vice president, marketing and communications at DreamKey Partners. “We are confident that the new brand reflects our commitment to deliver affordable and sustainable housing solutions to the communities we serve.”
Once the strategic planning process for the rebrand was complete, SPARK developed a new name; logo; identity package, including business cards, letterhead, envelopes, thank you cards, etc.; and a brand identity guide. Additionally, the agency wrote copy for key parts of the website update and developed a multitude of materials for the brand launch, including a media kit, brand transition guide for their internal audiences and an external e-blast for their community partners and vendors. The unveiling of the DreamKey Partners brand on March 1 coincided with the launch of the organization’s updated website, dreamkeypartners.org.
“SPARK is proud to have partnered with an organization whose mission is to make homeownership a reality for those who have been challenged in achieving their dreams,” said Anne Marie Holder, CEO of SPARK Strategic Ideas. “We feel that the new DreamKey Partners brand truly captures the organization’s ability to transform lives.”
For more information on DreamKey Partners, visit dreamkeypartners.org.
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About DreamKey Partners
DreamKey Partners’ mission is to transform lives, communities and what is possible through affordable housing. Since its founding in 1989, the organization has invested more than $322 million in multi- and single-family real estate development, provided $23 million in mortgage loans and 31,000 individuals with homeownership education and counseling, and administered more than $31 million in rent, utilities and mortgage assistance as result of COVID-19 hardship.
