Discovery and brief
Having previously worked with County Durham Housing Group on the m!ne rent-to-buy project in 2018, Narrative was invited to tender on a project which would see the successful agency carry out a full rebrand, brand narrative and website on behalf of the organisation following a formal merger of three brands in to one company.
Planning & Strategy
The first step was to develop a new name for the brand. Formerly County Durham Housing Group, management was looking for something less corporate and more inspirational which would better resonate with all stakeholders. The brand had to align with the organisation’s vision of ‘a life without barriers’.
After exploring several options, Narrative and the internal team agreed on ‘believe’ as it aligned with their vision for ‘a life without barriers’. The brand is inclusive, fun, professional, vibrant and distinctive in the market – all elements requested in the brief. We worked to a very tight deadline in order to ensure that all collateral was completed ahead of the launch date in April 2019.
In terms of deliverables, this is the largest rebrand project Narrative has worked on to date. Managing hundreds of individual tasks, we worked alongside the believe team to formulate a system which would allow us to easily keep track of all projects and ensure that all collateral was completed ahead of deadline including a coded system and use of cloud-based project management tool Basecamp.
Marketing collateral included everything from large items such as site signage and vehicle livery to day-to-day items like letterhead and business cards. We also designed and built a new website (development) for the brand which included numerous page templates and functionality: https://www.believehousing.co.uk/
Responses to the new branding have been overwhelmingly positive with both staff and customers, and Narrative has been engaged to carry out a large number of additional jobs following the initial project.
We asked 100 people in the organisation’s target market to rate the new brand with attributes from a multiple choice list. 60% thought the brand was positive, 55% thought it was vibrant, approachable and modern. Less than 5% thought it was boring, exclusive or similar to other housing brands.
We also worked collaboratively with believe’s internal teams in order to ensure positive press and social media coverage of the rebrand.
The client said:
“You guys have made this process so much easier. You just totally got it.”