ELH Mgmt.
Thirty years of New York real estate legacy takes on a modern digital presence
For over 30 years, ELH Mgmt. has been shaping New York City’s neighborhoods yet their digital presence didn’t tell that story. Their legacy in affordable housing and urban revitalization remained essentially untold online. Working together, we recast decades of impact into a modern, credible brand and website that captures ELH’s dedication to preserving the city’s past while building its future.
Our role
Brand visual identity
Website development
Marketing collateral
Location
New York, NY
The Challenge
ELH Mgmt. is a cornerstone of New York’s affordable housing landscape, managing over 4,200 units citywide. Despite three decades of impact and trusted relationships with housing agencies, their digital presence was limited to a single-page website that failed to convey their expertise, history, and vision. After multiple failed redesign attempts, they needed a sophisticated brand presence to communicate with diverse stakeholders, including potential employees, government partners, and community leaders.
The Solution
Ajust Design partnered with strategist Kelly Magee of Rivet PR to define the company’s purpose, positioning, and strategic messaging framework. Together with ELH’s leadership team, we conducted extensive discovery sessions to uncover what made the firm distinctive: their authentic New York roots, commitment to neighborhood preservation, and nuanced understanding of the complexities of affordable housing.
Drawing from these insights, we developed a visual system inspired by New York’s architectural heritage. The logo system references urban planning and structural elements, while the color palette draws from the city’s landmark buildings. Typography takes cues from NYC wayfinding systems, creating a sophisticated yet approachable presence.
The website’s structure prioritizes clear navigation for diverse stakeholders while allowing ELH’s rich history and project stories to unfold naturally. Photography emphasizes both historic preservation and community impact, with custom maps highlighting their role in neighborhood revitalization. Layered visual elements reflect the complexity and depth of ELH’s work while maintaining sophistication across all touchpoints.
The Outcome
The new brand system and website finally give ELH the smart, buttoned-up platform they needed to stay competitive, enabling them to attract top talent in a competitive market, build trust with government agencies and partners, and showcase their extensive portfolio. They can now tell their unique New York story authentically while positioning for continued growth. The visual identity system provides a foundation for ELH to continue evolving their brand as they shape the future of New York’s neighborhoods.
Project Credits
Design & Development Ajust Design
Messaging & Copywriting Kelly Magee, Rivet PR
Photography Ellen Dubbin
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