Sovereign
Reimagining housing
Challenge
Sovereign is a leading housing association, driven by their social purpose. In 2018, they renewed their focus and ambition to be a truly customer-first business that creates change for the better by creating spaces and places where people love to live.
Our challenge was to refresh the brand identity by giving it a differentiating angle that matched their fresh perspective.
Process
We immersed ourselves in their world, visiting property developments and undertaking intensive market research and analysis. We saw that Sovereign gives people more than they expect from a housing association. They do more to provide people with a choice of high quality housing, rethinking the way we live and creating possibilities for customers.
Solution
The creative concept ‘Reimagining housing’ signals the change in the organisation. The result is a brand that is brave, bold and modern and puts Sovereign in its rightful place as a trailblazing and trusted landlord and placemaker rethinking the way people live today and tomorrow.
Role
Creative Director (concept, art direction, copywriting, design)
© Created at The Team
The dynamic monochrome mark echoes Sovereign’s ambition to challenge convention.
A flexible graphic layering system brings different visual and verbal tones to communications.
As part of the brand rollout, we refreshed their intranet, corporate website and resident’s portal to align with the new look and feel. We also provided a series of brand training sessions to ensure its seamless transition into the business.
A refreshed photography style sits at the heart of the visual identity and bespoke icons and pictograms drawing characteristics from the logo complete the toolkit.
