Housing

INLIVIAN

The Results

A Rebrand that Reshaped Public Perception

Successfully launched a new name and identity, INLIVIAN, to better reflect services provided beyond traditional "housing authorities"
Shifted positive perception of affordable housing from 47% to 58%
Drove public engagement with 26.8K website visitors during the campaign
Earned national acclaim, winning an Award of Excellence from the National Association of Government Communicators (NAGC) in two categories

The Situation

An Invisible Authority Facing a "Not In My Backyard" Mentality

The work of the Charlotte Housing Authority (CHA) was largely unknown to over a million residents. The community it served had little understanding of its broad range of services, and many held a persistent "not in my backyard" skepticism toward affordable housing. The organization’s name itself had become a barrier, conjuring images of bureaucratic institutions rather than a partner in community vitality.

Strategic Insights

A Data-Driven Brand that Reshaped Public Perception

The strategy moved beyond simple publicity to fundamentally redefine the organization's role in the public consciousness. This was achieved through two key shifts:

Letting Data Define the Message: Extensive audience research didn't just identify target demographics; it pinpointed individuals who were open to changing their minds. This allowed for highly targeted test messaging that was validated before the full campaign launch.
A Name That Tells a New Story: Informed by research, we replaced the liability of "Housing Authority" with INLIVIAN—a name unveiled first to staff and residents, then supported by a public campaign that reframed the narrative from public housing to neighbors like teachers, retirees, veterans, bus drivers, and seniors as a vital part of the community.

This strategic rebrand turned an invisible entity into a recognizable, positively viewed leader, breaking down stereotypes and building a new foundation of public trust.

Strategic Insights

We transform how mission-driven organizations reach the communities that need them most in North Carolina and beyond.

vitalink® is a strategic marketing partner for leaders in health, life sciences, education, workforce development, and social innovation. We don’t just build campaigns; we build bridges. By integrating deep sector intelligence with a passionate understanding of the barriers communities face, from social determinants of health to educational access and economic opportunity, we create strategies that are insightful, authentic, and powerfully effective. We use language that your audience will hear, not tune out.