Thirteen Housing Group
Services
New brand identity, creative assets
Impact
- Delivered positive societal change
- Powerful new brand identity – a force for good
- Widened Thirteen’s social reach and impact
Story
Thirteen was created following the merger of two housing associations, Fabrick and Vela, which collectively provide homes, support and opportunities to grow to around 100,000 people in the North East, Yorkshire and Humber regions.
We worked closely with Fabrick and Vela to develop a collective brand purpose: to raise the aspirations of the people they serve. The new name, Thirteen, was a bold statement designed to challenge preconceived notions, embrace change and champion individuality without making judgements based on prejudice or assumption.
The visual identity for the brand was designed with the same bold approach and rolled out across a range of marketing materials, including a new logo, vehicle livery and office signage.
The aim was to paint a blank canvas rich with possibility. The outline styling of the logotype and monochrome treatment allowed an unfiltered view into people’s lives and implied that we can all shape our destiny in a way that suits us.
Working with Thirteen’s senior leadership team, frontline staff and tenants, we developed a manifesto which became the foundations for the new brand: an ability to take ownership, create a force for social good and improve people’s quality of life.
