Nationwide, there’s an estimated shortage of about 3.8 million housing units. Roots Management was the newly formed parent company of Treehouse Communities and Vineyards Communities. Collectively, they acquire and manage manufactured housing communities across the country – both all-ages communities and 55+ communities.

By investing dollars to upgrade these communities, Roots Management is transforming these areas into thriving and healthy places to live. They are fighting the stigma that has surrounded these areas for years and are working to fight the affordable housing crisis. In fact, Forbes recently wrote, “America’s housing crisis has become acute — especially so in the last few months. But thankfully, social innovators have been laying the groundwork for years for a revolution in affordable housing, including manufactured (factory-built) housing that is energy-efficient.” It was time for Roots Management to double down on its mission and scale for sustainable growth.

Bozell partnered with Roots to set their brand foundation. We began with a discovery process that solidified their mission and brand positioning, helped establish key messaging and content pillars, and set the stage for the development of a full brand guide that included brand hierarchy, a new tagline, tone of voice, look and feel, and more. Utilizing this foundation, we also created a new suite of brand materials to cement the formation of the new parent company.