Status:Home
What is today Status: Home originated in 1988 as Jerusalem House, with the doors to our first home opening in 1989. Status: Home has grown to now provide more than 70% of Atlanta’s permanent supportive housing for individuals and families affected by HIV/AIDS.
The Challenge
Jerusalem House has stood as a beacon of hope since 1988, becoming Atlanta’s oldest and largest provider of permanent supportive housing for those affected by HIV/AIDS. Despite their monumental impact, there was a pressing need to shed any inadvertent religious connotations linked to their name, ensuring their mission was understood clearly and broadly. This necessitated not just a new name, but a complete brand identity overhaul to better reflect their mission and reach.
After
Before
Before
After
The Awakening
The Emery team, eager to contribute to such a meaningful cause, traveled to Atlanta for a series of discussions with the organization's leadership. It was here that "Status: Home" was born—a name that cleverly acknowledges the HIV status that unfortunately stigmatizes their primary audience, yet spins it into a positive light, emphasizing the ultimate goal of providing a permanent home. This renaming was complemented by the creation of a vibrant new visual identity and a website that radiates warmth, inclusivity, and hope through its colors and imagery.
Logo Marks
Primary Mark
Reverse
Color Palette
Primary Palette
Elephant
Carrot Orange
Keppel
Quill Gray
Shocking Pink
Monte Carlo
Typography
Primary Typeface
Usage
Headlines
Aa
Secondary Typeface
Usage
Subheadings
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 0123456789
Tertiary Typeface
Usage
Body Copy
The Transformation
The rebranding to "Status: Home" marked a new chapter in the organization's storied history, enabling it to expand its reach and support even further. Now, Status: Home is responsible for over 70% of Atlanta's permanent supportive housing for individuals and families impacted by HIV/AIDS. Under the leadership of Maryum Phillips, whose prowess and dedication have been widely recognized, the organization continues to flourish. Our bond with Status: Home remains strong, rooted in mutual respect and a shared commitment to making a difference in the lives of those they serve. Emery takes pride in our ongoing partnership, always ready to lend our support to their noble cause.
