Brand
Client
Alpha
Alpha Housing, a long-established housing association, provides vital housing and services for older people. With over 860 apartments across 11 local authorities in the North of England, Alpha has long been committed to ensuring its residents live independently while receiving sensitive and supportive care.
As the organisation looked to align its identity with future ambitions, it sought to create a refreshed brand that could support its strategic direction. We were tasked with developing a new identity in close collaboration with Alpha’s senior management, employees, and residents.
What We Did
The first step involved exploring a variety of themes that could encapsulate Alpha’s ethos—ranging from growth and vitality to care and happiness. These discussions helped identify the core values most aligned with the organisation’s future trajectory, which were then used to develop a core brand mark, positioning line, and visual language.
Through a series of collaborative workshops with key stakeholders, we refined the concepts to ensure they would resonate with both Alpha’s residents and staff.
The final identity is built on the brand platform ‘Shaped Around You,’ which highlights how Alpha enables its residents to tailor their living, social, and community experiences to their own preferences, fostering a sense of independence. The visual language features a dynamic use of triangles that form the letter ‘A,’ combined with vibrant colours that represent the diversity of opportunities available to residents and the positive outlook Alpha promotes.
Why It Matters
Alpha plays a crucial role in providing high-quality housing and services to older people across the North of England. The new identity not only reflects this but also positions the organisation to continue growing and evolving in a way that aligns with both strategic goals and the needs of its residents.
Working closely with Alpha’s leadership team and resident representatives enabled us to develop a brand that effectively captures their future ambitions while remaining deeply connected to the values that have underpinned the organisation for over 50 years.
Impact
The new identity successfully supports Alpha’s long-term vision, providing a strong foundation for its continued growth and a brand that resonates with the diverse communities it serves.
