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Outside the Box creates ‘future proof’ brand identity for housing firm


Leeds-based Outside the Box has given a fresh look to not-for-profit housing organisation Midland Heart.

The Leeds agency was tasked with translating Midland Heart’s current brand positioning into a refreshed, ‘future-proof’ brand identity to be rolled out across its marketing and communications material.

Dave Easton (above), creative director at Outside the Box, said: “Having been briefed to evolve the brand in-line with Midland Heart’s new positioning, we worked with various key stakeholders to determine and really understand the key components which formed this before developing the new branding.

“We decided to retain the heart-shaped graphic, evolving it into a simpler, more angular, structural shape containing a house image in the centre to convey that housing is at the heart of everything the organisation does.”

Midland Heart is a leading housing organisation that delivers affordable homes to rent or buy.

Its strategic marketing and communications manager, Lucy Taylor, said: “Having worked with OTB for the last eight years, they understand us inside and out. They appreciate that our new brand identity needed to communicate to customers, staff and stakeholders alike.

“The refreshed logo gives a more modern feel that is fitting with our future strategic direction. This will be instrumental in increasing our brand awareness as well as being appealing to our 2,000 staff members.”

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