Shelterwell

Housing Advocacy & Tenant Rights

Shelterwell approached Braid Creative to establish a brand identity for their innovative new nonprofit focused on addressing Oklahoma County’s housing crisis. Operating under the temporary name “Landlord Tenant Resource Center,” the organization needed a complete rebrand that would position them as approachable advocates for housing stability while appealing to tenants, landlords, and policymakers alike.

Through our collaborative Braid Method process, we worked closely with their leadership team to develop a comprehensive brand strategy. The challenge was significant: Oklahoma County has one of the highest eviction rates in the nation, yet the organization needed to be perceived as supporting both tenants and landlords rather than taking sides in what is often viewed as an adversarial relationship.

Working with our naming partner Jingleheimer Co., we guided the transition from “Landlord Tenant Resource Center” to Shelterwell, a name that captures both the practical and aspirational nature of their work. The rebrand delivered a warm, inclusive visual identity and clear messaging platform centered on the belief that “housing is a human right.” We developed positioning that emphasizes their role as bridge-builders who provide education, resources, and advocacy to create better outcomes for everyone involved in the rental process.

The comprehensive brand platform includes strategic messaging that works across audiences — from the vulnerable tenants they serve to the legislators whose policy changes they seek to influence. The resulting brand foundation provides Shelterwell with a cohesive identity that communicates their mission of preventing evictions through education and support.

“We love our new brand platform SO MUCH. It communicates our mission and vision so perfectly – better than we could have hoped, and FAR better than we could have done ourselves. It has been a truly lovely experience working with you and your amazing team.”
— Amy Coldren, Shelterwell