Challenge to reflect ambition and lift the perceptions of social housing
The coming together of two of the country’s foremost housing associations, Affinity Sutton and Circle Housing, required the naming and creation of a distinctive new brand for the UK’s largest housing group. This powerful new organization would comprise more than 125,000 homes with plans to build 50,000 new homes in the next 10 years. With the housing industry officially in ‘crisis’ due to a national shortage of both social and privately owned housing, the new brand had to represent the ambitious purpose of delivering more homes to more people.
The Big number
3 brands were needed
To span the complex and sometimes contrasting drivers of the property sector, three separate brands were required: a new umbrella group brand, a new customer facing housing association brand and a new commercial brand to fund a house building program across the UK.
A unique positioning for each of the three brands
After a series of workshops and industry research our starting point was to define and create a unique positioning for each of the three brands. This was a crucial stage in our process as each organisation had its own individual vision and ambition.
Whilst the three new brands needed to speak to very different audiences we identified that they were all underpinned by the singular thought of providing the quality homes that would enable communities to live positive and productive lives.
Bringing this purpose to life we developed an overarching concept of the home being ‘a platform on which lives are built’.
Clarion Group – Building Homes. Developing Futures.
Our theme takes direction from the collective experience, knowledge and specialist insight of the merger group all coming together and all the benefits that come from that. By creating a distinctive brand voice we can bring this positive spirit to life: ‘We’re a powerful force. We plan and build. We attract people, support people, and invest in creating the platforms for thriving communities’.
Visually we were inspired by the unmatched perspective being represented by the new Clarion Group to see exactly what’s happening, and where to go next. Beautiful aerial photography of life, environments and communities helped enhance this concept perfectly.
LATIMER – It all starts here.
The central message we wanted to convey for the new commercial brand is that we’re doing something new in property (whilst also leading the way). We’d identified the benefits in creating a connected approach to the brand logo marks so they worked both individually and collectively as a considered set. Our initial thoughts behind the brand being a ‘platform for life’ and the enabling nature of the group inspired us to develop the dynamic set of marks. Each were developed to have an individual and ownable graphic language to ensure distinctiveness across communications.