Liverpool-based creative studio Smiling Wolf has developed the brand strategy and identity for the government’s new National Housing Bank, launched by Homes England to accelerate delivery of new homes and mixed-use neighbourhoods across the country.
Backed by up to £16bn of debt, equity and guarantees, the National Housing Bank will work with housebuilders, developers, investors and registered providers to scale finance and speed up delivery. Headquartered in Leeds, the organisation will support an ambition to unlock hundreds of thousands of new homes and revitalised town centres.
Smiling Wolf was appointed to define the organisation’s visual identity and rollout approach, ensuring the new organisation presents a clear, confident and accessible face for stakeholders across the public and private sectors. The brief also required careful alignment with the Homes England brand as its parent organisation, while establishing a distinct identity for the National Housing Bank that reflects its specific role, remit and audience.
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Simon Rhodes, creative director at Smiling Wolf, said: “Design can do more than look good – it must make complex messaging legible and compelling.
“For the National Housing Bank, we developed a flexible identity that feels modern and authoritative, while remaining approachable for local partners and communities. Our aim was to create a brand that builds trust and helps turn ambition into delivery and we are pleased to see it now successfully rolled out.”
Katie Lucas, at Homes England added: “The National Housing Bank has a vital role to play in widening and unlocking finance for housing and regeneration. A clear identity and communications strategy are essential to bring partners on board, from SME housebuilders to larger developers, lenders, and investors. Smiling Wolf have been instrumental in the creation of a brand that will help us build the partnerships needed to deliver more homes for more people.”
The appointment builds on Smiling Wolf’s experience working across the built environment sector, with longstanding relationships with organisations including Urban Splash and Muse Developments, as well as local government projects such as creative placemaking work for Wandsworth Council.
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