Alpha is a long-standing housing association that has dedicated its life to housing and providing sensitive services for older people. It has more than 860 apartments in 11 local authorities across the North of England.
Against a backdrop of over 50 years of heritage, the organisation wanted to establish a fresh, new identity that would support its future strategic direction and ambitions. We were commissioned to work with Alpha and develop the identity, working closely with the senior management team, employees and residents from the outset.
Through an initial process of creative development, we explored a number of different themes for the identity to embrace, ranging from growth and vitality, through to care and happiness. This allowed us to identify the zones that truly aligned with the future direction of the business and start to consider how they could be brought to life across a core mark, positioning line and visual language.
A number of collaborative working sessions with the various Alpha stakeholders were then used to gauge feedback on the emerging creative proposals and identify key refinements that would ensure the identity resonated with residents and employees alike.
The final solution is built on the brand platform ‘shaped around you’, which reflects how Alpha provides its residents the opportunity to tailor their home, social and community life to their own preferences and live in an independent way. This is supported by a visual device that is comprised of triangles, which form the letter ‘A’ and use a range of vibrant colours, indicative of the diversity of opportunities on offer and the positive outlook that Alpha provides.
With the identity agreed, we then developed a set of guidelines to inform the consistent roll-out across key brand platforms across Alpha’s vast estate. The guidelines cover aspects such as logo usage, recommended fonts, colours and a recommended design style for key marketing collateral.
For more information on this project please contact James Kirk.