HOUSTON, Jan. 27, 2025 — The Houston Housing Authority today becomes Housing Alliance HTX, unveiling a new name, logo and visual identity that reflect the agency’s renewed commitment to serving residents and the Houston community with trust, respect and care. The rebrand also includes a new website (alliancehtx.org), designed to provide clearer, more accessible information for residents, partners and the public.
The new name reflects a shift in how the agency shows up in the lives of the people it serves. Housing Alliance HTX is a service provider and partner, working alongside individuals and amilies as they pursue housing stability, self-sufficiency and opportunity.
A new tagline, “Opening Doors. Impacting Lives.” reflects the agency’s work beyond housing alone. In addition to providing affordable homes, the agency administers a range of programs designed to open doors to opportunities for residents and the broader community, including the Jobs Plus program, the Family Self-Sufficiency program and the YouthBuild program. For aseamless transition, the agency’s old website will automatically direct visitors to the new site at alliancehtx.org.
“As the agency will celebrate its 88th anniversary this week, this new identity as Housing Alliance HTX reflects our belief that moving forward, we will do our best work together,” said Housing Alliance HTX CEO Jamie Bryant. “We are here to serve. That means showing respect, collaborating with residents and partners, and operating with excellence and integrity as we support people in building the future they want for themselves and their families.”
The name also reflects a broader community commitment: Housing Alliance HTX is in alliance with Houstonians — promoting not only housing, but hope, a sense of home, healthy living and human dignity.
The new visual identity was developed in partnership with creative designer Chris Izaguirre, a Houston native and former resident of affordable housing programs.
“This logo was created to reflect the heart of the mission: opening doors and expanding possibilities through housing and beyond,” said Chris Izaguirre.
While the agency’s name and visual identity have changed, its core mission of service remains the same: to open doors and impact lives by providing quality, affordable housing options and promoting education and economic self-sufficiency.
The new name and logo will roll out across agency buildings, signage and documents over the coming months. The agency’s clients and stakeholders will receive direct communication with details about the transition.
About Housing Alliance HTX
Housing Alliance HTX, formerly the Houston Housing Authority, is a public housing agency that provides affordable homes and services to more than 100,000 Houstonians. Beyond housing, Housing Alliance HTX partners with residents, community organizations, public and private stakeholders to deliver programs that strengthen neighborhoods and create pathways to economic stability.
