The Brief
For 50 years, DHIC has served the Triangle with a clear and people-focused mission: creating opportunity, promoting equity, empowering homebuyers, and centering community through affordable housing. But the brand had not kept pace with the depth of the work. As DHIC approached its 50th anniversary, the existing identity struggled to convey the full scope of who they are and everything they do for the community.
DHIC came to MRC for a brand refresh that was inviting, refined, and professional. The goal was to elevate and expand the existing brand without losing the warmth and trust the organization had built over five decades, and to create a 50th anniversary mark that honored that history while pointing toward the next 50 years.
The Work
We began with brand positioning, establishing the strategic foundation the new identity would be built on. From there, the brand came to life around a single powerful idea: a logomark made of four quadrants, each one symbolizing a core element of DHIC’s mission. Promoting equity. Centering community. Creating opportunity. Empowering homebuyers. When combined, the four quadrants assemble into a unique and recognizable letter D that can stand beside the DHIC name or carry the brand on its own.
The typeface, fittingly named Neighbor, is modern, approachable, and trustworthy. Its bold weight reinforces credibility while its friendly curves keep the brand warm and human. Keeping DHIC lowercase ties back to the original logo and adds to the sense of friendliness and care that has always been foundational to the organization. A flexible, color-coded system gives each pillar of the mission its own identity while keeping the whole brand cohesive across every application.
To mark the milestone, we designed a dedicated 50 Years of Building Community anniversary lockup that celebrates DHIC’s history and sits proudly alongside the refreshed identity. The result is a brand that finally tells the full story: who DHIC is, what they do, and why it has mattered for half a century.
I’ve been through a many of rebrands and launches that have kept me up the night before go time wondering: "Is this thing REALLY gonna happen?" But this time? It was actually a great experience. Thanks to the creative powerhouse MRC Brand Studio we got a refreshed brand identity that truly reflects our mission and impact.”
