Wheels Spinning on Regional Housing Authority Rebrand

PITTSFIELD, Mass. — The Berkshire County Regional Housing Authority is in the process of rebranding to better clarify its mission.

Clients know the organization as being an accessible, compassionate, and helpful place to access resources for housing and other human service needs but the word "authority" is sometimes confusing.

Burns Maxey of the firm Burnsmax was hired to direct the rebrand in September and Executive Director Brad Gordon hopes to present next month different recommendations that are not yet "ready for prime time."

The goals are to rebrand to reflect the vision, enhance the narrative, and promote services. With a new identity, they hope to tell a better story, connect with a broader audience and client base, deepen partnerships, expand on successful outreach programs and referrals, and increase the funding network.

Gordon reported that the consultant heard a lot of positivity about the BCRHA internally and externally, which is affirming to the work that they are doing.

"She said she worked with a lot of organizations on this process and she's never seen that positivity where people feel so good about the effectiveness of the organization," he said.

"Or from externally looking at people that utilize the services and internally from staff saying environment that was more than just a job."

Established in 2001, BCRHA's mission is to develop opportunities that will assist Berkshire County households in securing the skills, knowledge, and resources necessary to achieve self-sufficiency and household stability by:

• Developing and implementing a continuum of services and programs that address the underlying causes of household instability and homelessness.
• Assisting households to develop strategies to overcome barriers to self-sufficiency.
• Collaborating with other human service providers, including grassroots organizations and faith-based organizations, to alleviate the causes and effects of household, housing, and community instability.

It is described as a nontraditional housing authority.

In the last year, the organization’s site had more than 5,100 visits largely to its home page. There is no Instagram, LinkedIn, or Twitter account but the Facebook account has 254 likes and 284 followers.  Social media presence is an area of needed improvement.

There are 24 business reviews on Google reporting that the "Mediator had clear, caring listening and speaking skills," that it is the best place for landlord-tenant issues, and it is "helpful" and a "great community."

"We want it to be more intuitive," Gordon said about the new name.

"And we think very quickly, if we stick to what we do, and we continue to be responsive to people, whatever brand we choose, it will be very intuitive for people to make that connection."

"Brilliant minds from all different walks of life combining their knowledge for the greater good."

Most described the organization as being purposeful and approachable and commended staff members for their knowledge.  It was even described as "life-changing."

"Collaborative culture," one respondent said. "They do not work in silos. They work together."

Partners, board members, and staff commended Gordon’s leadership and voiced support for a name that does not include "authority" and sound governmental.

Several strengths and challenges were identified. The quality of the organization's leadership and staff as well as its longevity are assets and the branding, capacity for marketing, and digital footprint are improvement areas.

The next steps are to establish a name, a tagline and key messaging, and a logo and brand kit.

Habitat For Humanity Modular Homes Coming to Robbins Ave.

By Brittany PolitoiBerkshires Staff
05:33AM / Friday, April 11, 2025

The homes will be available for residents earning between 55 and 65 percent of the area median income. 

PITTSFIELD, Mass. — The first of two below-market modular homes arrived on the West Side on Thursday, and both are expected to be move-in ready this summer.

The other is expected next week.

Central Berkshire Habitat for Humanity is building two below-market condominiums at 112 Robbins Ave. for families earning between 55 percent and 65 percent of the area median income. Monthly costs for the three- and four-bedroom units are expected to be less than $1,500 with Habitat's subsidies.

Modulars allow for quicker construction to get more families into quality, affordable housing.

"Just because we have such an aggressive schedule this year, we are doing many modulars in addition to the stick-built that we usually do," communications manager Erin O'Brien explained.

Just this year, the nonprofit is constructing five homes in Pittsfield and 10 in Housatonic.

The two homes at 112 Robbins Ave. will come to $148,000 for a three-bedroom with the 20 percent subsidy and $156,000 for a four-bedroom. Similar homes in the Pittsfield area are valued between $225,000 and $250,000.

While prices are subject to change, the three-bedroom condo will cost owners about $1,430 per month and the four bedroom $1,495 per month, compared to renting in the city for more than $1,800 per month. Habitat noted that this provides a potential annual savings of $4,500 to $6,000, while building equity and long-term financial security.

The eligibility range between 55 percent and 65 percent AMI is said to support families who earn too much for most housing subsidies but still struggle to afford market-rate homes.