Futures
Housing Group

 

Client

A newly-formed regional housing group with homes across the East Midlands.

 

Brief

We were commissioned to create a bright and distinctive brand to launch the group. The client required a logo which was modern and corporate, could speak to a business-to-business audience and would allow the client to develop new services to be marketed externally in a contemporary way.

 

Activity

The brand development included a combination of strategic, marketing and design work - starting with initial competitor analysis and the development of the organisation’s vision and values prior to establishing concepts and a strong identity brief.

 

This helped to contribute to a successful brand, rooted in the organisation’s objectives.

 

The brand was developed with the values and logo of an originating member of the group in mind - Amber Valley Housing. The five selected colours linked back to the five doorways in the Amber Valley Housing logo, but we applied them in a much more abstract way. We created a new icon of five intertwined circles laid out to represent movement, forward-thinking and growth. The interlinking also represented the aspiration of the group of positive partnerships.

 

The typography selected followed this theme, with rounded edges to link to the circle-based icon. It was also chosen because of its modern feel, reflecting the group’s aim of becoming an innovator.

Outcome

The brand was successfully implemented across a range of marketing collateral, including marketing literature, exhibition stands and templates; it has attracted many compliments since launch - including a public endorsement from chief executive of the National Housing Federation, David Orr. Thanks to a flexible design, further work is now underway to create sub-brands for specific services - each using a colour from the original circle icon.

 

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