Riverside have redeveloped their customer portal, My Riverside, and commissioned Kaleidoscope to develop a new campaign to spearhead the launch and drive customer engagement with it.
My Riverside is a digital platform that enables Riverside customers the ability to easily manage their home through reporting repairs, checking accounts and making payments online.
Our initial role was to establish a distinctive creative concept that would set My Riverside apart from wider Riverside communications.
The platform had already been launched previously but did not achieve the required engagement, so this concept had to stand out and demonstrate that the platform was something to take notice of.
The concept used customer insight which highlighted the primary perceived benefit of the platform to be speed and ease of use.
We therefore built on this and brought it to life using a blend of copy lines and abstract photography, alongside a bright and vibrant colour palette, to articulate how My Riverside was quick and easy to use, and that customers could use the time they saved to do things they really wanted to do.
This was supported by a consistent logo device which reinforced the convenience of the platform and how it could be accessed anywhere, anytime and on any device.
The campaign was launched in a targeted way across Riverside’s customers using multiple print and digital channels, with different content being delivered to a range of customers segments to reflect the differing levels of service’s available in regions and variations in customer engagement with digital tools.
Why it matters
Managing a home can be complex and time consuming, and for many of us can seem overwhelming at times. The My Riverside platform aims to help make this simpler and easier and enable its customers to get on with the things that are really important to them.
Using customer insight to inform our creative direction was vital to the effectiveness of this concept – it provided absolute clarity on what was really important to Riverside’s customers.
Shaping a vibrant future
Alpha is a long-standing housing association that has dedicated its life to housing and providing sensitive services for older people. It has more than 860 apartments in 11 local authorities across the North of England.
Against a backdrop of over 50 years of heritage, the organisation wanted to establish a fresh, new identity that would support its future strategic direction and ambitions. We were commissioned to work with Alpha and develop the identity, working closely with the senior management team, employees and residents from the outset.
Through an initial process of creative development, we explored a number of different themes for the identity to embrace, ranging from growth and vitality, through to care and happiness. This allowed us to identify the zones that truly aligned with the future direction of the business and start to consider how they could be brought to life across a core mark, positioning line and visual language.
A number of collaborative working sessions with the various Alpha stakeholders were then used to gauge feedback on the emerging creative proposals and identify key refinements that would ensure the identity resonated with residents and employees alike.
The final solution is built on the brand platform ‘shaped around you’, which reflects how Alpha provides its residents the opportunity to tailor their home, social and community life to their own preferences and live in an independent way. This is supported by a visual device that is comprised of triangles, which form the letter ‘A’ and use a range of vibrant colours, indicative of the diversity of opportunities on offer and the positive outlook that Alpha provides.
Why it matters
Alpha plays a crucial role in the lives of many communities across the North of the country through providing high quality housing and services to older people which provide a platform for their residents to live happy and independent lives.
Close collaboration with Alpha’s senior team and resident representatives gave us the perfect blend of strategic and customer insight to develop an identity that supports the organisation’s future ambition.
RealWorth is a consultancy that works in the UK, North America and mainland Europe. It represents a unique blend of skills combining academic and commercial expertise to help it’s clients to create better and more sustainable outcomes for their organisations and wider society.
Why Real Worth matters to us?
The ultimate aim of RealWorth is to help to create a future where everyone’s quality of life is improved because social and environmental impacts are valued in every policy, investment and development decision. We believe this type of thinking can only lead our society to become a more positive and sustainable place.
Riverside is one of the leading registered providers of social housing in the UK, offering affordable housing and support to people of all ages and circumstances.
Why Riverside matters to us?
As a national organisation, with almost 56,000 homes under its management, Riverside plays a strong and positive role in many communities across England and Scotland. It is a values-driven organisation, with a strong sense of social responsibility and a firm line in accountability to our customers.
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