Challenge
Wheatley Group provides housing and property services to over a quarter of a million people across Scotland. After a decade of change, growth, and increasing public scrutiny, the Group needed a clear, human brand that could engage tenants, partners, and communities on a large scale. For Glasgow Housing Association, the challenge was even more acute. As Scotland’s largest social landlord, GHA required a strong, approachable identity that resonated with the people whose homes it managed, while remaining robust enough to evolve alongside the organisation.
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Solution
Equator partnered with Wheatley Group over a ten-year period, serving as a long-term strategic and creative partner. The focus was on developing a brand system that could operate across all platforms, from communications and digital to physical environments.
- Created and evolved the GHA brand to reflect purpose, warmth, and trust
- Developed a distinctive visual system including colour palette, typography, and illustration
- Defined a clear tone of voice to ensure consistency across all communications
- Applied the brand across print, digital, uniforms, vehicle livery, and exhibitions
- Designed and delivered The Big Red Truck, an immersive mobile exhibition using digital technology
- Collaborated with architects to embed the Wheatley brand into new headquarters
- Designed branded environments including foyers, public spaces, and training facilities
- Extended the brand across the wider Group and developed additional sub-brands, including Your Place
- Delivered brand governance to support long-term consistency and growth
Results
A clear, consistent brand recognised across Scotland
Stronger engagement with tenants and local communities
Over 40,000 people engaged through The Big Red Truck
Multiple creative and digital awards won
Improved perception among tenants, suppliers, and public-sector stakeholders
Outcome
Outcome
Wheatley Group and GHA now operate with a confident, human-centred brand that reflects their social purpose and scale. The work has shaped how the organisation is experienced digitally, physically, and emotionally, supporting long-term trust, engagement, and impact across the communities they serve.