Know Your Home. Know Your Options.

01 Project overview

Helping Residents Understand Their Options

Housing information is some of the most consequential information a public agency communicates, and some of the hardest to communicate well. Residents who do not know how to raise a concern, where to turn or what to expect often do nothing, and small problems become larger ones.

Know Your Home. Know Your Options. is a resident information campaign concept developed by PR Brand Marketing to demonstrate how a housing agency, housing authority or property manager could present a resident’s options as a short, repeatable sequence of steps rather than a wall of policy language.

Built around the headline “Know Your Home. Know Your Options.” and the supporting line “Clear Information. Better-Informed Residents,” the concept pairs warm family photography with a three-step guide: document the issue, submit a written request and find local resources.

The creative concept illustrates how public-facing organizations can turn a process into a poster that residents can read in the lobby, photograph with their phone and act on the same day.

02 The communications challenge

Reaching Residents Who Do Not Know Where to Start

For this independent concept, PR Brand Marketing developed a fictional communications brief for a housing organization whose residents were not using the resources available to them, not because the resources did not exist, but because residents did not know about them or did not trust them.

The brief focused on three challenges:

• Awareness of rights and resources: Many tenants do not know what they are entitled to, how to document a problem or who is responsible for fixing it, so concerns go unreported or are reported in ways that cannot be acted on.
• Language access: Residents read in many languages and at many reading levels. Information that only works in long-form English leaves a large share of a building unreached.
• Trust: Residents who have had poor experiences with building management or official channels are reluctant to come forward. Communications need to feel supportive and practical, not procedural or threatening.

The creative challenge was to make the process feel manageable, three steps rather than a maze, while keeping the tone warm enough that a resident would actually take the first one.

03 Our creative strategy

Three Steps. Plain Language. A Family Residents Recognize.

PR Brand Marketing developed a people-first information concept that treats residents as capable adults who need a clear map, not a warning.

The creative strategy is built around four principles.

• Lead With the Family, Not the Form. Photography of a family at the entrance to their building, under a “Welcome Home” sign, establishes that the message is about their home and their wellbeing before any instruction appears.
• Reduce the Process to Three Steps. Document the issue. Submit a written request. Find local resources. Each step has one line of plain-language guidance and one icon, so the sequence can be remembered without the poster.
• Make the Next Step Concrete. The closing line, “Learn the Steps. Find the Right Resources.”, points to a single destination and a QR code, so a resident can move from reading to acting in one scan.
• Design for the Lobby Wall. Large type, high contrast and a short word count mean the poster reads from across a lobby, in an elevator or on a phone photo.

04 The campaign identity

Primary campaign headline

Know Your Home. Know Your Options.

Supporting message

Clear Information. Better-Informed Residents.

Primary call to action

Learn the Steps. Find the Right Resources.

The three steps

1. Document the Issue · 2. Submit a Written Request · 3. Find Local Resources

Safety line

For urgent safety concerns, seek immediate assistance.

Visual identity

The poster uses a palette of deep navy, warm gold and sage green with white type. Navy carries the evening building scene and gives the piece a calm, credible tone; gold highlights the second line of the headline and the closing call-to-action band so the eye moves from the promise to the next step; sage green holds the three step icons so the sequence reads as one system.

A bold, condensed sans-serif headline gives the poster the presence of outdoor advertising, while a lighter weight of the same family carries the step guidance at a comfortable reading size. Simple line icons, a notepad, a phone and a magnifying glass, make each step recognizable without reading.