Member Article

Studio North creates new brand for Equity Housing

Studio North - the integrated brand communications agency - has created, developed and launched a new brand positioning and identity for Equity Housing Group. Equity Housing Group is a registered social landlord and not-for-profit organisation that provides quality affordable homes for people in need of housing including those on low to moderate incomes. The organisation owns and manages over 4,500 rented and shared ownership properties, as well as supported living schemes for older people, across Greater Manchester, Stockport, Cheshire, Derbyshire, Yorkshire and Shropshire.

The project has seen the Studio North team create a new brand positioning for the core Equity Housing Group business as well as sub brand names and identities for its newly launched divisions which are: Equity Living - an estate agency service for customers and organisations looking to buy or sell homes and for landlords to help market and manage their properties; Equity Choice - a service for people who rent or have a part share in their home; Equity Select – a service that provides homes for older customers through supported living schemes; and Equity Foundation – a charitable foundation designed to help make positive changes in the communities and areas it provides homes in.

Studio North secured the contract following a tender and competitive pitch process last year. Since then, a whole suite of marketing materials, including; a full brand guidelines document, brochures, service leaflets, pop up banners, press ads, email newsletter templates, a brand film, stationery, signage, van livery and wall art have all been created. Phase two of the project, which is expected to roll out over the coming months, will include the development of further marketing collateral, brand photography and illustrations, building décor as well as a review of the website. The principle aims of the brief were to reposition Equity Housing Group by providing stand out in a crowded market and to create a fresh and relevant brand platform on which to build the future of the organisation.

Georgina Crosswell, client Services director at Studio North, said: “Equity Housing Group provides vital quality housing for rent within the communities where it operates and it enables people to get on the housing ladder via its pioneering Shared Ownership schemes. This desire to lead the way in their sector whilst focusing closely on customer needs drove our thinking towards a brand based around being challengers of the norm, celebrating individuality and creating the future for affordable housing. However, we also know that every part of the business is built on a solid financial foundation providing the ability to be creative without the potential associated risk. This key message of trust and sustainability is especially relevant in today’s volatile economic climate.

Georgina continued: It was time to shout about these attributes and we feel this fresh and visually strong identity is a major step in achieving that goal.“

Whilst Equity Housing Group’s Communication Manager Jeff McMaster, added: “Studio North really got under the skin of our organisation and the results reflect that in-depth understanding. The new branding is a solid representation of who we are, what we stand for and the services we offer so we’re really excited about bringing our brand to life.”

This was posted in Bdaily's Members' News section by ConkerPR .