Because Homes Matter

Prior to the merger of two of the UK’s leading housing associations: L&Q and East Thames, Uffindell was commissioned to create the brand for the new merged organisation.

The combined organisation of 3500 staff, owns and manages over 90,000 homes across the UK, worth an estimated £22 billion. It has set a vision to deliver 100,000 new homes with half being genuinely affordable to people on average and lower incomes.

Our Approach

Uffindell began the process a with a key stakeholder workshop consisting of the leadership from both organisations working to define a new brand strategy for the new organisation. The positioning ‘Because homes matter’ was created as a single differentiating and authentic expression of brand.

A new identity was developed to reflect the personality of the new organisation.

A hand-drawn piece of typography was created for the logo. It reflected the timeless design ethos, the straightforwardness of their approach and the synergy with which the two organisations operate.

To complement the new logo, a distinctive visual environment was developed. This was rolled out out through an extensive communications hierarchy literature, online and offline advertising and onsite branding.