Our work

HPN Select

Rebranding a resource for affordable housing

The Ask

HPN Select offers smart, efficient procurement solutions for nonprofit developers of affordable housing, saving them time, helping them meet regulatory requirements and reducing costs through collective purchasing power. HPN Select came to McGuffin looking for help designing and launching a refreshed brand for themselves and their new platform EcoGuide, a product catalog that offers affordable healthy, green, sustainable and energy-efficient home products. At the same time, they sought a refresh of their master brand website and an e-commerce site for the EcoGuide offering.

The Answer

McGuffin defined HPN Select’s mission, vision and voice, which guided identity work and website development both for the master brand (HPN Select) and the EcoGuide. The EcoGuide involved a brand-new e-commerce website for their catalog — which runs to more than 90,000 products. Each product listing includes a proprietary rating for its health and environmental impacts, making it easy for users to compare and consider options.

What we did

  • Brand identity
  • Brand voice and pillars
  • Logos
  • Social media templates
  • Enterprise website
  • E-commerce platform