LEADING WNY PEER-CERTIFIED HEALTH ADVOCACY NETWORK REBRANDS
BUFFALO, NEW YORK — Housing Options Made Easy, Inc., was formed in 1990. Thirty years
later, the not-for-profit, peer-certified organization specializing in mental health advocacy,
substance use recovery, housing support, and peer-certified programs has rebranded as
Recovery Options Made Easy.
Founded as Housing Options Made Easy, the network began when a group of past and present
mental health peers recognized the need for better and safer housing support for individuals
discharged from hospitals with a mental health issue and/or substance use. By the time of the
agency’s 10th anniversary in 2000, Housing Options had grown from 30 to 180 supported
housing beds in Erie, Cattaraugus, Chautauqua, and Allegany Counties, and their expansive
growth was just beginning.
With expanded services into Niagara, Monroe, Genesee, Livingston, and Wyoming Counties, as
well as a growing team of peers and community partners, the agency felt it was the right time to
transition from its housing-based origins to a service array that better represents the peer
experience and advocacy. The growth that spurred the rebrand to Recovery Options Made
Easy—which includes a revolutionized color palette, icon, and primary logo—included 400
scattered-site apartments, multi-county Recovery Centers, Peer Bridgers, Respite Services and
multi-county warmlines, text lines, and virtual call lines which handle over 14,000 calls per year.
These Recovery Options programs and others save Medicaid and NYS over $35 million a year.
Recovery Options is composed of 95% peers and has its main office in Gowanda, NY, with six
satellite locations providing supportive services to over 8,000 individuals in 20 counties. Being a
peer-certified organization means that the care received through the Recovery Options network
stems from lived experiences, woven by empathy, understanding, and respect for an individual’s
right to choose. Personal experiences of peers have helped the organization expand its network
and service offerings and inspire the creative brand evolution.
For example, the new primary Recovery Options logo is a heart; a classic symbol of generosity,
kindness, and care—all of which Recovery Options (also known by its new acronym ROME)
embodies. The heart is composed of several patches representing the unique experiences of
peers combining to provide a holistic approach to mental health and substance use advocacy.
Finally, the logo is weaved together by the “Golden Thread,”—a commonly referred-to term in
the behavioral health field—which symbolizes a consistent, personalized approach to all-around
support and well-being.
CEO, Dr. Kirsten Vincent on the transition, “As we’ve grown and learned over the years, we’ve
come to realize that our organization and those who work with us do far more than just
advocating for safer housing—we are an all-encompassing recovery organization that
transcends beyond a place to rest your head. With the help of our peer-driven, trauma-informed
workforce, we’re able to offer peer support programs, respite, community advocacy and training,
as well as the type of housing options we were founded on, all from a place of true lived
Vincent, who spearheaded the rebrand initiative alongside CFO Jacqueline Emborski, felt
strongly about positioning Recovery Options as one of the leading peer-certified organizations
not only in the state, but in the country, “So while we will always make housing options easy for
those in need, we have realized as we provide more, our organization’s name and brand must
reflect that breadth of service and vast network of experienced, person-centric partnerships. Our
rebrand as Recovery Options Made Easy represents not only the support programs we continue
to provide Western and Central New York and Southern Tier, but also the individuals who have
helped shape who we are through their own recoveries. We’ve found it truly does make a
difference when you have someone diagnosed with a mental issue and substance use in your
corner who can do more than just empathize.”
Recovery Options Made Easy looks forward to providing each member of the community
diagnosed with a mental issue and/or substance use with the peer-certified guidance, advocacy,
and support they deserve.
For more information on support services and locations of Recovery Options Made Easy, visit
All further media inquiries and requests for statements regarding this announcement and any
others should be submitted via email to Jacqueline Emborski at firstname.lastname@example.org.