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Brand Growth

Challenge

Inquilinos Boricuas en Acción (IBA) is a non-profit organization that owns one of Boston’s largest affordable housing communities, predominantly serving Latinos and Chinese residents since 1968. IBA also provides programs that foster economic and social mobility—from bilingual preschool education to senior and disability support, ensuring dignity at every stage of life. However, their messaging was a bit outdated, and it was not reflecting the incredible work they were doing. IBA needed a unified brand identity to effectively communicate their mission, increase funding to improve their services, and evolve from a local organization into a recognized leader in community development.

Strategy

We curated a communications and design rebranding strategy that aligned all of IBA’s programs under a cohesive identity. 

Key elements included:

Working with IBA’s staff to create funder personas and tailored messaging decks to engage potential donors.

Developing the “Let’s Build It” concept, illustrating how IBA supports individuals at every stage of life.

An omnichannel marketing strategy with:

  • A focus on fundraising messaging and campaigns.
  • A digital and social media strategy with bilingual content. 
  • Arts calendars that drove sellout events months in advance.
  • Toolkits and media kits to facilitate partnerships and content amplification.
  • An annual communications strategy informed by data.

“The Brick House” campaign (for IBA’s 50th anniversary), where donors could purchase personalized bricks to build a life-sized LEGO replica of one of IBA’s iconic homes.

Results

IBA presented a remarkable transformation in visibility and impact. Website traffic went from an average of 350 to 4,500 visits per month, while social media saw a 483% followers increase, a 614% boost in impressions, and a 2,061% rise in engagements. Our promotional strategy helped make IBA’s 50th anniversary gala a success, raising millions for their programs. This momentum continues to drive change—now, with a stronger brand identity, they’re breaking ground on a $33M housing development.