Staffs Housing is a leader in providing quality affordable housing to Staffordshire, Cheshire and the surrounding areas, ensuring there are no barriers to home-seekers finding a place they’re proud to call home.
The sector brand was looking to modernise, bringing the social housing sector out of a past clouded with a confused, sometimes tarnished market perception and into a strong future fulfilling the ever-increasing need for affordable housing. Having worked with Birmingham agency Orb to devise a new strategic approach to its brand proposition, they now needed to develop a brand identity which would position them as the local leader in quality, affordable housing.
The new Staffs Housing brand is clean, fresh and striking. The logo is inspired by how the organisation ensures that quality, affordable homes are built around the needs of the customer – the angular line forms a building shape and extends seamlessly from the letters ‘t’ and ‘h’, constructing the form around the name Staffs Housing.
The brand offers a radical change in identity for the housing association, allowing it to sit apart from competitors who often have a more local authority feel, and promoting a modern customer experience.
A palette featuring vibrant pink, yellow and dark blue bring this brand to life, and a colourful grid layout gives an architectural layout to marketing collateral, with the ability to hold imagery and copy within a structure of clean lines. The new identity references the connections that Staffs Housing creates and the progressive nature of their services. Lowercase typography with a rounded quality creates an accessible and friendly tone to balance with the crisp weight of line.
Imagery for the Staffs Housing brand visualises how they help people in the region to move on up to a better home and a better future. Guidance on image use included incorporating a broad range of people from different ages and backgrounds and to show people not only within their homes, but to also tell the story of how their lives are improved through the assurance that they have a happy home.
When you put the time in to build a strong client relationship, you need partners you can trust to deliver great work and provide expertise. Lindsay's work went above and beyond expectation. She nailed the brief and delivered exceptional creative work, all within time and budget. There's nothing I wouldn't trust in her capable hands.
Courtney Patrick, Brand Strategist @ Orb
The experience and quality of service we received from Lindsay as part of our re-branding project was exceptional. Lindsay worked alongside our team throughout the process, questioning us on our vision and hopes for the new brands and interpreting them in a way that brought them to life and staff and customers can instantly recognise and relate to our services and culture.
Diane Thompson, CEO, The Honeycomb Group