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.
![](https://emery.com/wp-content/uploads/2024/04/Status_Home_After.jpg)
![](https://emery.com/wp-content/uploads/2024/04/Status_Home_Before.jpg)
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
![](https://emery.com/wp-content/uploads/2024/04/StatusHome_23_Logo_Final_FullColor.png)
Reverse
![](https://emery.com/wp-content/uploads/2024/04/StatusHome_23_Logo_Final_Reverse.png)
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
![](https://emery.com/wp-content/uploads/2024/04/SH_Website_3.jpg)
![](https://emery.com/wp-content/uploads/2024/04/SH_Website_0.jpg)
![](https://emery.com/wp-content/uploads/2024/04/SH_Website_6.jpg)
![](https://emery.com/wp-content/uploads/2024/04/SH_Website_2.jpg)
![](https://emery.com/wp-content/uploads/2024/04/SH_Website_5.jpg)
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.
![](https://emery.com/wp-content/uploads/2024/04/Status_Home_Social_Media_v2.jpg)