Hastoe is an innovative and dynamic social housing group but its branding had become tired and no longer reflected the emerging structure of the organisation or its vision and values. Broadgate Communications was commissioned to research, develop and implement a new brand.

Following a series of positioning and tone of voice surveys, Broadgate Communications developed a series of branding propositions and consulted a sample of residents, staff, board members and partner organisations. From this exercise a clear consensus emerged ensuring an early buy-in to the new brand once it was introduced. Broadgate Communications designed and sourced a range of collateral goods to support the launch and developed comprehensive design guidelines.