Housing Development Center

Web Development

Housing Development Center (HDC) is a Portland-based nonprofit consulting group that works with mission-driven organizations to create and sustain affordable homes and human-service facilities. The organization offers project management, training, and technical services to support the short-term and long-term goals of our nonprofit and public partners. HDC approached Good & Gold with a two-part project that encompassed both branding and website design.

Housing Development Center
Affordable homes for diverse communities.


In an effort to refresh the organization’s visual identity, they needed a redesigned logo, color palette, and typefaces that would authentically express HDC’s brand, as well as a basic style guide addressing the use and placement of logos, color, and typefaces throughout all brand collateral.

We began our branding process with in-depth brand discovery sessions and industry research, both of which informed a visual moodboard of brand imagery, iconography, color palette, and typography.

We then continued to explore key concepts by fleshing out logo and design systems, incorporating feedback through rounds of design presentations. As a final step, we delivered a full suite of logos in addition to brand typefaces and a full style guide.


In addition to a well-designed, engaging, and mobile-friendly website, HDC needed assistance in clarifying marketing objectives and target audiences in order to develop effective messaging and a successful content strategy that would fuel its mission-driven work. They also needed to better integrate blog content and create more prominent homes for development project case studies and related resources.

In order to successfully design and develop a new website for HDC, we first worked with HDC project leads to clarify priority marketing objectives and identify target audiences and website users. Based on those identified marketing objectives and relevant data, Good & Gold provided an ongoing content strategy and SEO strategy geared toward reaching those key audiences effectively.

Next, we guided HDC through our standard process for website design: We developed a recommendation for website architecture, and then proceeded to sketch out layouts for key views of the website to demonstrate content organization, user flow, and visual style. With approval on these elements, we built out the website according to final layouts, incorporating client feedback through rounds of collaborative review, and finished by implementing our comprehensive SEO strategy throughout the website.


35% increase in users

44% increase in pageviews

36% increase in new users

26% increase in session duration

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