Today, the region’s leading membership organization for over 650 local housing providers announced the launch of a new identity. Previously known as the Southern Maine Landlord Association (SMLA), the Rental Housing Alliance of Southern Maine (RHA) will continue to serve rental housing providers from across the industry.
The new name, corresponding new logo, and updated website were part of a considered, collective effort made by the organization’s Board of Directors to exemplify the focus of the RHA on local outreach and its commitment to providing high-quality rental housing for communities across Southern Maine.
Further, the launch of the RHA also includes the formal creation of an affiliated charitable arm, the RHA Foundation. The RHA Foundation will augment previous philanthropic work done by the SMLA and continue to support local organizations that address issues of housing insecurity - partnering with groups and causes for philanthropic events, fundraising initiatives, general outreach and awareness, education and advocacy, and more. The Foundation’s goal is to improve the quality of life for underprivileged members of the community and to strengthen southern Maine’s housing opportunities now and for generations to come. Additional information about The RHA Foundation will soon be made available on the RHA's website here.
“This work is the product of a year-long, thoughtful collaboration on how best to represent our members, our partners, and our community,” says Brit Vitalius, President of the RHA. “The creation and provision of safe, quality rentalhousing has never been more important. And, as our membership continues to grow and diversify, we recognized that it was time to consider an updated identity that would speak more directly to the impact our members have on their communities. We have found that in the Rental Housing Alliance of Southern Maine, and we look forward to future progress through advocacy on behalf of local housing and housing providers.”
Originally established in April 1975 as the Greater Portland Housing Association, the RHA has since grown to a successful organization of 650+ members, representing a group of southern Maine’s rental housing owners, property managers, business owners and industry partners. The leading authority on rental housing in the region, the RHA is dedicated to its local community with a mission to promote equitable and fair business standards, strengthen tenant relations, advocate for high-quality housing and housing solutions, and educate the public and the industry on pressing issues related to housing.
The organization’s new name is also accompanied by a new logo and revamped website. Inspired by Maine’s original state flag, and reflecting RHA’s focus on the importance of housing, the logo features a bespoke icon combining Maine’s white pine tree with a door key. A natural color palette informed by southern Maine’s landscape and a modern, minimalist font round out the RHA’s new visual identity and represents the organization’s forward-thinking outlook and mission. This branding is showcased throughout the RHA’s streamlined website, which includes updated information on membership, community engagement, advocacy, and more.