Citizen
Citizen is one of the UK’s largest social housing providers – based in the Midlands.
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We worked with staff and stakeholders at Citizen – previously known as WM Housing – for a full 12 months. From early naming workshops and interim staff communications (during the rebranding process), through to an entire redesign and positioning of the companies brand and messaging.
Their new name now puts people at its centre. We ensured that this ethos, and the companies new vision was authentically communicated throughout their new brand.
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Our team
Our work
New name + Full rebrand
BRAND SYSTEM
Logo(s)
Brand Guidelines: Logo usage, Logo device, Colour, Typography, Illustration, Iconography.
Interior and exterior signage
Recommendations for vehicle fleet + uniforms
Interior way-finding
Launch communications (online + print)
Digital template design
FURTHER DESIGN SERVICES
Art direction
Web Design: Pre-launch info site, CitizenHousing.org.uk, SignatureNewHomes.co.uk
Conference stage design
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Website UI/UX: Suzanne Begley (formerly of Public Life)
Web development: Public Life
Our goals
Redeveloping the visual style and messaging across all Citizen communications, we and the team aim for:
The new brand to help build trust, and better relationships with their customers. Switching language from being about ‘our landlord’ or ‘payment pressures’ into being a ‘supportive’ service provider – with ‘social purpose’ and ‘community’ at its heart.
The business to feel less corporate than the WM Housing brand, and more approachable to the general public and customers.
For Citizen staff to feel proud of where they work, and the services they offer.
For all communications to feel authentic.
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The team did a really amazing job for us. I truly think we have the best brand in the sector.
Kate Still, Chief Operating Officer, Citizen.
Colour palette
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Naomi completely transformed the design of critical online services, improving the customer experience and delivering significant business benefits to the client.
Naomi is a true champion of customer experience. She brings rigour and deep analysis to the design process, creating solutions that look amazing and function brilliantly. She is a very rare talent who brings the same design flair to complex transactional interfaces as she does the homepage!
She designs products that are sustainable and practical for the long-term, bringing a deep knowledge and understanding of industry best practice. Naomi is wonderful to work with: extremely organised, responsive, resourceful, relentlessly optimistic, and generous with her time and ideas. She never fails to exceed my expectations.
Suzanne Begley, UX/UI Lead
Citizen’s new site was designed around the idea of ‘digital by choice’ which means creating digital services that customers actively prefer over traditional channels.
The new site has seen a 77% increase in new users and a 34% increase in the amount of time spent on the website.
Why we wanted to work with CItizen
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As well as building affordable homes, Citizen own a great number of ex-council tower blocks in the UK. Ensuring that these are up-kept, and remain accessible to those who need a safe place to call home, is of HUGE impact in the UK.
We recommend checking out George Clarke’s Council House Scandal for a good overview of just how much we need the likes of Citizen.
As well helping the UK’s struggle for enough affordable housing – Citizen run schemes to reduce loneliness, social isolation and fuel poverty. They also support people into jobs by offering training opportunities and financial support.
We’re truly honoured to have helped them into their new chapter.
Branded by Naomi, Mike and Maria
Interested in citizen?
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Whether you’re passionate about social housing, or live in the area – there are a few ways you can get involved with Citizen…
