An established community housing provider undertaking a simple entity change and repositioning gave way to a much broader and far reaching exercise than first expected. The brand audit revealed a brand lacking in personality and tactile touch points that was at odds with its day to day operations.
The extensive online presence was outdated and lacking in audience engagement. The legacy of disparate content add-ons over the years had created a massive site with little to no intuitive navigation. Digging out and representing relevant content in a new user friendly interface was the major challenge, together with seamless navigation to ensure access to online resources. Client side web administration now allows inhouse upkeep of the site in a streamlined and simple process.
Creating a brand which reflected the organisation’s tactile personality was paramount. Conveying this in the online and printed collateral was the first step. The result has been welcomed by tenants and stakeholders alike and has given Active Housing a whole new platform to re engage with its clients and partners. As the collateral roles out, the new brand has been warmly and immediately embraced.