A Brand for Every Block: Affordable Doesn’t Mean Anonymous
Philadelphia is aiming high. With the H.O.M.E. initiative, Mayor Cherelle Parker has announced a bold goal to create and preserve 30,000 affordable homes in just four years—a $2 billion investment that has the potential to reshape the city’s housing landscapes. It’s the kind of large-scale effort cities across the country are watching closely, and rightfully so. But amid the headlines and housing units, there’s a quieter story that often goes untold—one about how people actually feel in the places they live.
That story starts with identity.
The Hidden Cost of Generic Housing
Too often, affordable housing is delivered in the most utilitarian way possible: plain names (or none at all), bland wayfinding, and cookie-cutter signage that screams, “temporary.” It may get the job done on paper—but it sends the wrong message in practice. When a building looks and feels anonymous, it tells residents that their presence is transactional, not personal.
And the consequences are real. Studies in environmental psychology have shown that our surroundings shape how we feel about ourselves, our neighbors, and our community. A home with no clear entrance, a hallway with no intuitive wayfinding, a building with no name—these are more than aesthetic oversights. They’re missed opportunities to make people feel seen, safe, and proud of where they live.
Branding Isn’t Just for Luxury or Market-Rate Housing
When people think of branding in real estate, they often picture glossy brochures for high-end condos or sleek signage for luxury developments. But branding isn’t just a premium amenity for the well-heeled. It’s a powerful tool that can and should be used across all housing types—especially affordable housing.
In fact, residents of affordable communities may benefit even more from thoughtful branding. A distinct name, cohesive signage, and a visual identity can elevate a property’s perceived value, create a sense of pride among residents, and reinforce a community’s unique character. These branding elements support inclusivity and belonging, reminding everyone that affordable doesn’t mean impersonal or inferior.
From wayfinding that makes residents feel at ease to design touches that reflect neighborhood culture, branding can help affordable developments feel not just livable but lovable. It signals respect, care, and permanence. And in the context of Philadelphia’s push to create 30,000 affordable homes, that kind of thoughtful design is not a luxury—it’s a necessity.
Philadelphia Has a Chance to Lead by Example
With the H.O.M.E. plan, Philadelphia is about to spend $2 billion reimagining what affordable housing can be. This is the moment to raise the bar—not just on quantity, but on quality of experience. As the city converts vacant lots, rehabs aging buildings, and builds new multifamily projects, branding and signage should be in the room from day one.
That means involving signage partners early in the design phase, not at the eleventh hour. It means thinking beyond unit count and building code to ask: How will people feel when they arrive here? Can a family find their apartment without confusion? Will the front entrance make a first-time visitor feel welcome? Does the building tell a story the neighborhood is proud to repeat?
Equity Is Environmental
There’s a growing call for design equity—ensuring that all communities, regardless of income, benefit from thoughtful design. Signage and branding are an extension of that principle. They’re not add-ons. They’re part of the emotional architecture of a building.
As the Urban Land Institute has noted, residents of affordable housing deserve the same attention to design detail as anyone else. Not because it’s trendy. Because it’s right.
In Conclusion: Let’s Build with Identity
Philadelphia’s H.O.M.E. initiative is more than a housing plan—it’s a chance to reshape the narrative of what affordable living looks and feels like. By integrating branding and signage into the DNA of these projects, we can turn basic shelter into beloved places.
Let’s stop building anonymous housing and start creating neighborhoods with names, faces, and stories.
Because every block deserves a brand. And every resident deserves to belong.
About the Author
Adam Sokoloff is the President and Owner of Sunrise Signs, a national signage partner specializing in multifamily and commercial branding solutions. With over 17 years in the visual communications industry, Adam helps developers, asset managers, and architects translate vision into vibrant, code-compliant signage that leases faster and builds brand equity. He's passionate about simplifying the signage process and making sure every sign tells a story worth remembering.
Further reading:
