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WORK/Branding/SSHA

Despite top quartile performance across all disciplines, and superb Audit Commission reports – recognition of SSHA across the region and housing sector was low.

This resulted in reduced opportunities for SSHA,
and was having an adverse affect on its ability to attract
strong partners and employees.

South Staffordshire Housing Association old logo

Conversely Brand Truth revealed that the SSHA brand had great resonance with tenants, with many stating it was key in fostering a sense of ownership and belonging. With further digging, we discovered it was the name, not the logo that carried the most resonance.

However, findings unearthed that despite superb performance, continued innovation and growth – tenants felt that SSHA was becoming a more corporate, and removed organisation.

South Staffordshire Housing Association logo

SSHA was repositioned – making a purposeful
step away from ‘Housing Association’ to local solutions provider.

The strapline ‘your local housing provider’ was introduced, alongside a refreshed visual identity that was respectful of the elderly target market, whilst representing SSHA’s innovation and creativity.

Lady holding sign saying "Your local housing provider"

A series of Brand Champions were appointed to help coach 200+ staff through the change process, and to help build behaviours that were consistent with the brand.

South Staffordshire Housing Association collateral

At launch Bang unveiled an emotive brand film highlighting the differences SSHA make’s to tenants’ lives, along with new signage, a collateral suite comprised of over fifty pieces of brand new literature, promotional materials, the corporate website and new exhibition materials.

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