West of Scotland Housing Association

A new brand identity for a dynamic social housing provider.

2017 saw WSHA embark on one of the most momentous phases in its 52-year history. After three years as part of the Gentoo Group, West of Scotland Housing Association reverted to being an independent housing association.

The brief was to create a fresh, modern brand identity to re-establish the association’s vibrant and approachable character, reflect the additional services they provide and make a clear break away from the existing, overarching Gentoo brand.

The new identity would be extended across various brand applications and brand guidelines. Diverse target audiences included staff, tenants, owner occupiers, local authorities, the Scottish Housing Regulator and the Scottish Government.

We ran a brand workshop with staff and tenant board members, which allowed us to establish a strong brand positioning on which to build the visual identity. The workshop involved a lot of discussion about the additional services the association provides that go far beyond simply providing a roof over someone’s head. For their tenants and communities, they are dedicated to finding a better way. This led us to think about the path of a tenant’s life and how it reacts to, and is enriched by, the stability and flexibility provided by WSHA.

The marque is created from a line which loops out of a solid circular shape. The line represents several things at once – the first letter of the association’s name, a tenant’s journey through life, and the figure of a tenant themselves. The figure is reaching upwards, referencing WSHA’s commitment to enabling their tenants to aspire to a better life.

Freeflowing lines are a key part of the visual identity. These graphical devices represent tenant’s lives and are used to tell simple visual stories about moments where tenants come into contact with the association.

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