Brand Strategy and Website Design & Development for ASPIRE, formerly the Housing Authority of Winston-Salem
Reimagining Possibility: The ASPIRE Transformation
Since 1948, the Housing Authority of Winston-Salem (HAWS) has worked to address the challenges of affordable housing and uplift communities across the city. In 2025, HAWS became ASPIRE—a new name that reflects a broader mission: to go beyond housing and empower individuals and families through opportunity, stability, and growth. ASPIRE continues the legacy of service while expanding its focus on community development, economic mobility, and long-term impact. Together with partners, ASPIRE is building stronger foundations—for housing, for families, and for the future.
New Name Brand and Website Design Challenge
As part of this transformation, ASPIRE set out to reshape how the organization is perceived—not only by residents, but also by prospective employees and the wider community. The name “Housing Authority” often carried limiting associations, and potential applicants were overlooking opportunities to join a mission-driven, forward-thinking team. In reality, ASPIRE operates in well-maintained neighborhoods and supports courteous, goal-oriented residents, with a strong focus on family, community, and success.
To support this shift in perception, the organization recognized the need for a full rebrand—including a new name, brand identity, and website. Creative Force was brought in to lead this effort. The challenge: develop a name that conveys positivity and progress, design a brand visual identity that feels modern and aspirational, and design a website that is intuitive, informative, and supportive of both staff and the public.
Naming and Logo Design Solution
After exploring a range of name options centered on themes like empowerment, home, and community, ASPIRE emerged as the clear choice. It captured a sense of upward momentum and personal growth while aligning with the organization’s expanded mission to help individuals and families build stronger futures.
With the name in place, we turned to the visual identity. The final logo features a home — the core of ASPIRE’s work — with the roof and foundation forming a subtle upward-pointing arrow. This shape reflects growth, progress, and the promise of what’s possible. A light, modern typeface adds clarity and warmth, while a hopeful color palette reinforces the brand’s approachable, community-driven spirit.
Website Design Solution
The existing website was especially problematic. Visitors couldn’t easily find applications or basic information, and staff were fielding constant calls about issues that should have been easily resolved online. Navigation was confusing, content was buried, and the structure didn’t reflect the needs of the organization or its users.
Creative Force tackled the redesign by first identifying the primary user groups: current residents, future residents, property owners, and vendors. We restructured the site navigation around these audiences, making it intuitive and purposeful—so each user could quickly find what they needed without confusion or dead ends.
Each section of the website leads users through a clear journey—whether applying for housing, accessing resident services, or exploring partnership opportunities. A dedicated Community page showcases all properties with detailed profiles and an interactive map, offering an open and engaging way to explore what ASPIRE offers.
Because residents are the reason the organization exists, we intentionally included their presence throughout the site. Resident activities, community stories, and photos bring the work to life and emphasize ASPIRE’s commitment to people over programs.
