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The Agency Creative
St. Mary’s Studios
St. Mary’s Road
Bowdon
Manchester
WA14 2PL
Case Study
Accord Housing Association – Stonefield Edge – Housing Development Branding
- branding
- web-design
Accord Housing Association asked us to develop a brand, involving creating the logo, website, and a range of printed material for a new shared ownership two-bedroom housing development in Bilston Urban Village, a vibrant new suburb of Wolverhampton. The houses were designed and built by award-winning housebuilder, Countryside for Accord as part of the Black Country Garden City development.
As a Garden City development, Bilston Urban Village enjoys high standards of quality, design, and accessibility. A range of green spaces, walkways and cycle paths create a healthy and environmentally friendly place to live, work and play.
Discovery
We were initially approached by Clay and Co Housing Consultancy for their client, Accord Housing Association, who is one of the largest housing and social care organisations in the Midlands, providing 13,000 affordable homes and employing nearly 4,000 people.
We dedicated time to undertaking an initial in-depth research phase for Accord. We took account of the key points highlighted within the Right Move Development Insight Report – Valuation, Comparables, Supply & Demand Analysis for the location at the beginning of 2020 to assist with Branding Proposals.
Our analysis encompassed creative, ecological, demographic and market research to enable us to plan the brochure and website content and structure, and our design approach.
Branding
We were approached with the concept to create a brand identity that would portray the ethos of Stonefield Edge, Bilston which is located in the middle of Bilston Urban Village, a huge regeneration scheme designed to bring modern homes, jobs and leisure to the heart of this thriving community.
We developed a set of modern brand guidelines and created new personas for the shared ownership development.
The Agency Creative developed logo concepts for our client and they chose a simple and modern logo with an added symbol. The symbol was inspired by the housing development site plan with the lines representing streets as well as portraying the idea of connections between people and the community.
The Process:
Brand Material
The design team developed and refined the logo and brand identity further, exploring how it would work in different colour palettes, typography, imagery and photography styles. The sales brochure was designed to showcase the distinctive nature of the brand and location and to communicate the relevant information with potential shared ownership buyers.
Stonefield Edge is a high-quality development and represents a great opportunity for residents of the surrounding areas to experience a higher standard of living and better connectivity, at an affordable price.
Website
We created a website providing key information to the customer complemented with images to provide a successful user experience utilising the newly established brand identity and guidelines that communicates the ethos and values of Stonefield Edge. The design of the website is simple and effectively showcases the shared ownership houses available at Stonefield Edge and encourages the user to download the sales brochure or complete the enquiry fields to further explore the shared ownership opportunity available through Accord.
Visit the site here https://www.sostonefield.co.uk/
Results
It has been a pleasure to work with Accord Housing Association who are an experienced, trusted and dynamic housing provider, specialising in building new homes and creating great places and Clay & Co Housing Consultancy, who we collaborated closely with throughout the project, to ensure we fully met their brief.
Accord reported at the beginning of September that the first residents of their rented properties have moved into the housing development in Bilston and that they expect the shared ownership properties to be completed by 2021: https://accordgroup.org.uk/news/2020-09-02/first-residents-move-into-black-country-garden-city-development
The Agency looks forward to sharing our placemaking expertise for the launch of other shared ownership and quality housing developments.