LiveWest was created from the merger of the Knightstone and DCH housing associations. A significant move, creating one of the top five housing associations in the UK.
As part of the merger, Knightstone and DCH wanted to unite under a new name and visual identity, creating harmony internally during a time of transition, whilst building a new brand that would align with residents and positively impact the organisation’s ambitious growth strategy.
Our solution was to engage multiple stakeholder groups across both organisations to define the key attributes of the businesses, the sector and the perception of the current brands. This research would allow us to craft a strategic document - a Brand Platform - to inform the creative execution of a new name, logo, and distinctive brand design; supporting and guiding all future marketing activity and asset generation.
Research & Engage
After extensive engagement with over a hundred stakeholders, and naming workshops with leadership and staff steering committees, we defined the essential DNA of the new brand, creating the name LiveWest, developing and delivering all creative requirements – from visual identity to advertising, from print to digital, signage and vehicle livery.
The engagement work smoothed the merger process and underpinned the creation of a contemporary, cohesive brand that unified internal teams, connected with residents and enabled LiveWest to reach new audiences for shared ownership and open-market sales. The ongoing project tracker survey gave the new brand 98% approval from staff, partners and residents.
A vital outcome of the project was to enable LiveWest to be entirely self-sufficient, with extensive brand guidelines and graphic libraries created, ensuring their reliance on agency support going forward was minimised. A key objective for the business was achieved.
