Because Homes Matter
L&Q is one of the largest housing associations in England, operating as a charitable trust. It owns or manages more than 105,000 homes, providing housing for approximately 250,000 people across London, the South East, East Anglia, and parts of the North West.
In 2016, L&Q significantly expanded its reach by merging with East Thames Housing Group. This growth continued in 2019 with the acquisition of Trafford Housing Trust, which added around 9,000 homes in the North West. By 2021, the total number of homes under L&Q’s management surpassed 105,000.
Uffindell was commissioned to create the brand for the new merged organisation.
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.
