Founded in 2023 by Jesse Miller and Ethan Weathersby, Pacific Housing Association (PHA) is a volunteer-led non-profit 501(c)6 affiliate for the National Apartment Association (NAA); serving as Hawaii's first and only resource for both market rate and affordable long-term rentals.

For its branding, the Client wanted a scalable logo mark that not only referenced the National Apartment Association (NAA), but also highlighted its mission and goal of helping to protect and enhance Hawaii's local rental industry.

After going through a few rounds of preliminary sketches and ideas, we landed on a modified dark blue Josefin Sans typeface to convey the ideas of modernity and trust, with a bright green swoosh, which not only references the NAA's logo, but also highlights the Hawaiian Island's unique footprint in the middle of the Pacific Ocean.

The "A" also references and plays off of the triangle, which in Polynesian cultures is often used as a symbol for protection, shelter and (when combined with other triangles) community.