Livv Housing Group - Branding, Design, Marketing

Client:

Livv Housing Group

Sector:

  • Housing & property

Services:

  • Branding
  • Design
  • Marketing

Merseyside-based registered housing provider First Ark Group appointed us to create a completely new corporate brand to reflect their reputation, culture and ambitions. With new leadership in place, the 14,000-home organisation wanted an energetic, fresh and modern identity to reflect both its core business and plans for growth.

New name, brand and website

The brief

We were asked to test current brand perceptions, engage key audiences and develop the new identity, then help the Group to launch and roll it out for the new business year beginning on 1 April 2020. This included condensing six previously separate websites into a single site based on the revised brand.

What we did

We started with in-depth interviews of key external stakeholders, followed by a series of workshops and online surveys with the board, leadership team and staff to understand the vision, strategy, competition and customer profile.

This work inspired the name Livv – to focus on the client’s core purpose of making people’s lives better, and its modern approach to delivering great services and support to communities. As an eye-catching prefix, the name offers lots of positive, active ways to promote the client’s work (for example, Livv well, Livv your way, Livv safely).

The friendly, personal name was complemented by a bright, colourful visual identity based on the Group’s mission and values. The versatile graphic language, colour palette and logo use strong flashes and dots of colour to represent the diversity and confidence of Livv’s activity.

The new website was designed and built in just 11 weeks from approval of the new brand. We achieved this by compressing the scope, specification, concept, wireframe, design, development and testing stages to run concurrently. The site was released in phases to enable the client to make changes, even while pages were still being populated and tested.

With invaluable help from staff, we sought to make customer journeys as intuitive as possible, with the minimum of clicks to reach high-priority information and services. To maximise accessibility, the site is optimised the site for mobiles and tablets, with strong colour contrast and compatibility for text-to-speech screen readers. A Livv resident with a visual impairment tested the site, which was also checked for compliance with Website Content Accessibility Guidelines by the Royal National Institute of Blind People.

Livv’s head of marketing and communications, Sharlene McAteer, said:

“The Creative Bridge team took us seamlessly through the rebranding process. Their professionalism helped us bring stakeholders and customers willingly along on the change journey. Without their help, we wouldn’t have been able to arrive at the exciting, innovative and completely bespoke brand that we have today. Our website and intranet now reflect us as an ambitious, forward-thinking organisation – the feedback from stakeholders and customers has been really positive.”

To accompany the brand and website launch, we designed a suite of core physical and digital materials including intranet, tenancy agreements, sales brochures, leaflets, stationery, signage, vehicle livery, newsletters and magazines.

Coping with the unexpected

The final stages of this project coincided with the onset of the COVID-19 pandemic, which meant that launch plans needed to be quickly adjusted to work in a more virtual way. This involved extra work on social media,

an animated video to familiarise staff with the new brand and direct mail to unveil it to customers and explain what the change meant for them.