Branch Housing Branding a new housing charity
Superfried were approached to develop the brand identity for a new housing charity, working with Councils to provide rented accommodation for key workers, people seeking a modest rent, older citizens and those needing care and support with adapted homes to meet their needs.
During the discovery phase it became apparent they had a name in place, but I felt this would not be very effective, so a re-name was proposed. The client was receptive leading to the development of a much stronger solution – Branch Housing.
The name leant itself towards the appropriate idea of protection. Working on the marque, ideas using a tree and conveying a home were explored. The triangular roof was obvious, but the magic appeared via the use of negative space to reveal the trunk as the door.
Moving onto the logotype, I liked the idea of lettering that felt strong / structural, whilst simultaneously approachable / caring. Consequently, a slab serif was selected as a base upon which bespoke modifications were applied to soften the feel. Since Branch is a charity, with budgets restricted a freely available slab serif type family – Zilla – was proposed.
For environmental / economic benefits their aim was to remain digital and paperless. This provided the freedom of an RGB gamut and greater flexibility. The identity would need to connect with two user groups – stakeholders and end users. Consequently, the subsequent palette was developed to enable marketing material to go bold and vibrant or be reversed for more sober, corporate messaging.
Lastly, graphic devices were created to enable simple styling to convey the identity and control the layout of content across all mediums.
- Bespoke Typography
- Art Direction
Press + awards
They’re very responsive and adaptive. Whenever there were budget constraints — they worked around what we needed.
Alberto Diniz . Business Analyst + Project Manager
Branch Housing . Manchester