Alpha House of Tampa Bay

• Brand Architecture

As it turns out, rebranding a 30+ year old organization is not unlike having a new baby. As long as the name we provide them doesn't get them bullied in the future, I will be happy.

Alpha House of Tampa was a small organization making a giant impact in our community. A mission to help pregnant, homeless women quickly evolved to meet the growing needs of our community and now families of all types are welcome to receive services and temporary housing. This expansion of services brought with it the realization that the Alpha House brand was no longer reflecting the new changes.

Enter: STOKED, a nonprofit rebranding initiative from SPARK. After selecting Alpha House as the STOKED recipient for 2018, we quickly got to work redesigning the Alpha House name and brand to better match its new capabilities. While this project is still ongoing, the brand architecture we created is something I am proud to have had the opportunity to learn the importance of and work on first hand.