Brand Refresh Marks a Bold New Chapter for Hope Atlanta

Hope Atlanta is sporting a new logo and a new look. This week, we unveiled a refreshed logo, brand, and website to commemorate a new chapter in our history and an exciting new strategic plan to tackle the longstanding issue of homelessness in Atlanta.

“While our name and mission remain the same, this updated branding reflects our evolution as a dynamic service provider and trusted community partner,” said Hope Atlanta CEO Julio Carrillo.

Things looked quite different in 1900 when Hope Atlanta was first founded. While our name, brand, and programs have evolved, our commitment to providing a compassionate support system for neighbors in need has remained steadfast. Here’s a look at Hope Atlanta’s 124-year history and how our organization has adapted to meet the changing needs of our community.

Early 1900s: Visionary Women Organize to Address a Pressing Need

The year is 1900, and Atlanta is rapidly transitioning from a small agricultural town to a thriving metropolis, attracting plenty of people looking for economic opportunities. Women from several local church congregations recognized the need to shelter and support these newcomers, who often arrived without means or a home. The Atlanta Women’s Missionary Association was founded in 1900 and soon formalized as a nonprofit under the name Travelers Aid Society of Atlanta.

The Atlanta Travelers Aid chapter is credited with leading the effort to unite various Travelers Aid programs throughout the U.S. under “Travelers Aid International.”

Did You Know: In the 1920s, Travelers Aid (now Hope Atlanta) became the first nonsectarian nonprofit organization in Atlanta to integrate its staff.

Mid-1900s: Adapting to a Changing World

During World War I, the organization began supporting servicemen and their families, opening lounges at train stations. Its commitment to serving military families would continue into World War II, and to this day. In the 1940s, Travelers Aid began employing social workers to better address individuals’ unique obstacles.

Recognizing the changing nature of transportation, Travelers Aid established a presence at the Atlanta Municipal Airport to assist travelers. Hope Atlanta continues to have a presence at Hartsfield-Jackson International, the world’s busiest airport.

Late 1990s to Early Aughts: Providing Relief through Crises

As the AIDS epidemic gripped the U.S., Travelers Aid established a Special Needs Housing program to assist people living with HIV/AIDS; due to stigma around the disease and the high cost of treatment, these individuals continue to face a higher risk of homelessness and unique challenges to securing shelter.

Did You Know: Atlanta continues to be a hotspot for HIV/AIDS infections, with the third-highest rate of new HIV diagnoses in the U.S. Our Special Needs Housing program continues to provide a key support system.

In 2005, Hurricane Katrina displaced thousands of individuals, many of them seeking shelter in Atlanta. Travelers Aid worked relentlessly to shelter and reunite families throughout the crisis.

2010s to Present: A Steadfast Support System

After rebranding in 2009, our organization continued to provide an essential support system as homelessness remained a persistent crisis in Atlanta. The new name, HOPE Atlanta, reinforced our commitment to preventing and reducing homelessness in the long term as well as assisting those in crisis.

In 2020, as COVID-19 swept through our communities, HOPE Atlanta played a critical public health role. Our outreach teams and case managers were among the essential workers on the front lines during the pandemic, helping to quarantine unsheltered seniors and other high-risk individuals within a network of “Healthy Hotels” while working with them to secure permanent housing.

Did You Know: Homelessness in Atlanta is thought to have decreased significantly during COVID-19, thanks to unprecedented mobilization and collaboration efforts.

Recognizing that homelessness and hunger are issues that go hand-in-hand, HOPE Atlanta combined with Action Ministries in 2021 to incorporate hunger relief services. In 2023, we hired our first in-house mental health clinicians and began offering our clients in-house mental health care to help address a severe gap in access to behavioral health services.

2024 saw a revived commitment to addressing homelessness in Atlanta and a new citywide initiative to build 500 low-cost housing units on city-owned land by the end of 2025. HOPE Atlanta established a presence at The Melody, the first of these developments, offering wrap-around services, case management, mental health support, an onsite resident advisor with lived experience with homelessness, and more.

After an intensive strategic planning process, Hope Atlanta rebranded in 2024 to reinforce our commitment to walking the “Bridge to Self-Sufficiency” with each client we serve.

Looking Forward: A Bold New Vision

Backed by more than a century of service, Hope Atlanta remains one of the oldest, largest, and most comprehensive providers of housing services for low-income, vulnerable people in metro Atlanta. As we approach our 125th anniversary, we’ve reimagined our approach to focus on a holistic solution to homelessness, integrating essential services like behavioral health, addiction counseling, workforce development, and a focus on strategic partnerships and a place-based approach in which entire communities are transformed.

Homelessness remains a widespread, systemic problem, but not an inevitable problem. We are confident that, through a continued commitment to compassion, collaboration, and innovation, we can change the narrative and create a model for lasting Hope and change.

We aren’t working alone. Addressing homelessness takes a village, and everyone can play a role in transforming lives and communities.

Learn how you can get involved or make an impact by donating today!