Joseph House has been a valuable resource for the veteran community in Greater Cincinnati since 1994. A certified halfway house in its early years, Joseph House’s treatment model had provided veterans with substance use issues — who also were experiencing homelessness — with temporary housing in a sober living environment.

Just as all organizations must evolve to stay relevant and continually meet the changing needs of their clients, Joseph House deepened its expertise and advanced its role in supporting the veteran community. Today, the organization offers holistic, clinical treatment and housing exclusively for veterans. In 2024, as Joseph House prepared for a move to a brand-new, state-of-the-art facility, it sought to leverage this pivotal moment in the organization’s history to reintroduce and reposition the Joseph House of tomorrow.

Joseph House partnered with Vehr Communications to reimagine its brand; better define its role and positioning in the marketplace; and bolster engagement among key audiences. Stakeholder interviews and a competitive analysis helped Vehr to identity and craft messaging that effectively communicates Joseph House’s right to win.

Based on the research, Vehr designed and launched a new Joseph House brand that embraces the organization’s bond to the military community while exuding key qualities of care, compassion without judgment, belonging, camaraderie and hope. The logo depicts a military star made of five arrows pointing inward, reflecting Joseph House’s holistic treatment approach. Two chevrons beneath the star lift it up. These arrows and chevrons are leveraged throughout the branding with cool shades of green that evoke a calming feel.

The new brand was implemented across stationery, marketing collateral, social media and Joseph House’s new facility. Vehr delivered comprehensive brand guidelines to direct brand voice; copy development; logo, color and typography usage; photo treatment; and design elements.

Vehr also developed a playbook for brand activation and audience-specific engagement initiatives. It defined audiences, communications channels and initiatives to expand Joseph House’s reach and deepen relationships with key stakeholders. Messaging pillars were identified to serve as editorial themes in long-form, short-form and visual content.

The WIN
Joseph House’s new brand identity has been embraced by team members, clients, donors and treatment partners. The branding was integrated into the final design elements throughout the organization’s new facility and in redesigned collateral pieces. The messaging pillars and brand identity are completely redefining Joseph House’s new website (currently under development) and are elevating the organization’s sophistication in the philanthropic community and among the treatment landscape.