Manchester-based Studio North has launched a new brand positioning and identity for Equity Housing Group.

The agency, which had secured the contract after a competitive pitch process last year, created a new brand for the core business as well as sub brand names and identities for its newly launched divisions, including Equity Living and Equity Foundation.

An example of Studio North's work

An example of Studio North’s work

The project has involved a whole suite of marketing materials including a full brand guidelines document, brochures, a brand film, signage and wall art.

Phase two, to be rolled out over the coming months, will include the development of further marketing collateral, brand photography and illustrations, building décor and the group’s website.

Georgina Crosswell, client services director at Studio North, said the agency’s work was based around the idea of Equity as “challengers of the norm” while “creating the future for affordable housing”.

She added: “It was time to shout about these attributes and we feel this fresh and visually strong identity is a major step in achieving that goal.”

Equity Housing Group’s communications manager, Jeff McMaster, added: “Studio North really got under the skin of our organisation and the results reflect that in-depth understanding. The new branding is a solid representation of who we are, what we stand for and the services we offer so we’re really excited about bringing our brand to life.”