National Housing Federation
The National Housing Federation (NHF) is the collective voice for housing associations throughout England. Their mission is to create a housing model for the country that will allow everyone to live in a good quality home that they can afford, whilst building strong, vibrant communities.
The enormity of their importance to housing in England is demonstrable through the 900 members of The National Housing Federation which own or manage more than 90% of the country’s housing association properties, providing two and a half million homes for over five million people.
The National Housing Federation came to us looking for help with the branding of a new housing ownership concept, with an objective of helping first-time buyers and those stuck in rental properties get a foot on the property ladder.
The project required an incredibly quick turnaround, with The National Housing Federation set to unveil their new concept at the National Housing Summit in London within a matter of days.
With no time to waste, we completed an initial period of market research and set our minds to the challenge of creating some different concepts for the brand name and tagline to send over to the NHF team to review.
The final brand name ‘Just One’ and the tagline ‘your home, one step at a time’ derived from the project’s exciting concept – where customers can buy just 1% of their home initially and rent the rest, slowly building up to full home ownership ‘just one’ step at a time.
The next stage in the brand’s conception was to design a logo which could be used across all marketing collateral at the upcoming National Housing Summit.
Keen to create something which would stand out at the summit, we began by selecting a colour palette unique to the brand. This consisted of a stand-out saffron yellow with a rich navy contrast.
The final design represents both the outline of a house and a percentage symbol; echoing the unique 1% purchase scheme the project centred around. Focusing on these two elements resulted in a design successful in communicating its purpose whilst being professional in appearance.
Once this was completed we cemented our design choices in the form of a brief brand guideline document, which we then supplied to the NHF team for their future reference and use.
Aware of the importance of business cards at any event, we designed cards for each member of the NHF team, as well as an informative A5 flyer to be handed out to visitors to the summit. We also designed a back-board emblazoned with the brand’s eye-catching new logo.
The NHF team were delighted with the work we produced (as you can tell from Jack’s tweet in the slide!) and were impressed with our speed in completing the project to such a high standard in such a short time.
Most importantly, we were pleased to hear that ‘Just One’ was warmly received at the summit, attracting interest and receiving several compliments on the brand itself!