A Fresh Look, Same Mission: Q&A with Our Executive Director, Elizabeth Kurtz

Q: Let’s start with the obvious question — What prompted this rebrand?

A: After nearly 15 years with our original brand, we realized our look hadn’t evolved with our work or our community’s needs. While our mission has remained rock solid — helping families achieve financial self-sufficiency and long-term housing stability — how we present ourselves needed to catch up with who we’ve become and where we’re heading. We couldn’t be more thrilled about how it turned out!

Q: What was the catalyst to take on such a big project?

A: The biggest wake-up call was realizing how families were actually finding us. When someone searches for “Charlotte,” “family,” or “homelessness,” we show up. Our website has become the front door to our services, with nearly every single family we serve landing there at some point in their journey. But our old site was designed primarily with donors in mind, for a pre-smartphone era. If you needed help, there was just a tiny link tucked in the corner that said “Click here if you need support.” That didn’t sit right with us anymore.

Q: So the website was more than just a visual refresh?

A: Absolutely. We needed a site that didn’t just inform — but inspired. One that made clients feel seen, respected, and welcomed from the very first click. It needed to be just as empowering for the families walking through our doors as it is engaging for the donors and partners standing beside us. The website is now truly designed with everyone in mind, not just one audience.

Q: What about the logo? I know you had some attachment to the original design.

A: I’ll admit, I’ve always loved our old logo. The house, the upward-reaching hand — it told a beautiful story. But the colors were trendy back in 2011, and today they felt muted. When you put us on a flyer or poster next to community partners we disappeared into the background. And we’re not here to fade into the background.

Q: The new color palette feels very different. What was the thinking behind those choices?

A: We needed colors that reflect our trauma-informed values — calming, dignified, strong. We wanted a brand that could stand proudly alongside our peers in this work. The colors needed to feel professional and trustworthy while still being warm and approachable. Most importantly, they needed to represent the strength and resilience of the families we serve.

Q: How does this rebrand directly serve our mission?

A: Every decision we make and every project we take on has to move us closer to what matters most: financial self-sufficiency and long-term housing stability for the families we serve. This rebrand does exactly that. When families can easily find us online, navigate our services, and feel welcomed and respected from their first interaction, we’re already breaking down barriers. When donors and partners can clearly understand our work and feel inspired to support it, we can do more. When we stand out in the community, our urgent work gets the attention it deserves.

Q: What do you want the community to understand about this change?

A: This new look isn’t just a makeover. It’s a statement. It says: we’re here, we’re evolving, and we’re as committed as ever to building pathways to stability and success — for every working family that turns to us. The work is urgent, and it deserves to be seen. Our fresh brand helps ensure that happens.

Q: Did your team take on this project alone?

A: No! Our internal team did amazing work on the project, but we had lots of help from dedicated local businesses. The project really kicked off when we were awarded Wray Ward’s EmpoWWer grant in 2024. Their generous and mega-talented team helped us sort through all of our thoughts, worries and hopes for a new brand. They designed our fabulous new logo. We also worked with toth shop to update our website copy and develop an updated brand messaging strategy. Michelle Jones Creative did our website design & brought the vision to life!

Q: Any final thoughts on what this means for the future?

A: While our look has evolved, our heart remains the same. We’re still the same organization that’s been serving this community for years, just with a stronger voice and a clearer presence. This rebrand positions us to serve more families, engage more supporters, and make an even greater impact. We’re excited about what’s ahead, and we couldn’t be more grateful for the friends, partners, and champions who are on this journey with us.