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modus creative were successful in pitching for the brand design for two Worcestershire Housing Associations coming together as one. Worcester Community Housing and Festival Housing have an estate of over 15,000 homes between them and 2014 would see the formation of one super group and new housing brand across the counties of Worcestershire and Herefordshire. Fortis Living.
modus were challenged to bring the two organisations together as one brand. We started the 4 month brand design process with 100 staff and customers in 3 large focus groups. Examining and challenging what was important to tenants, staff and stakeholders as well as thew community at large, our focus groups, led by Guy Marson and Pippa Jones from team modus, were balanced as Belbin Groups and the pathway for the brand architecture and anatomy were defined by establishing the brand values, brand attributes and proposition.
a set of brand values and attributes that define the brand and that the Fortis Living Board have adapted as Corporate Values, elevating the original brief and recognising the good work completed.These values and attributes are structured to deliver behaviours wherever you are in the organisation and a what level – Employee, householder or stakeholder.
The naming for the new brand came from the staff and tenants and the logo was designed once modus had defined the brand values and attributes.
The Prezi below was designed to communicate the brand and vision for the next 5 years using multi-media and rolled out across 20 meetings around the estate.
Guy Marson modus’s creative director says “we were delighted to win this brand design project for Fortis Living and seeing it come to life in the 2 counties is very exciting.”
