Establishing consistency in marketing and communications
Radian Housing Group is one of the South’s largest housing associations with over 800 staff. The company provides nearly 21,000 affordable homes across the Southern region. While the majority of the property portfolio is general needs housing, it also
includes a significant number of sheltered and supported developments. This is in addition to key worker accommodation, shared ownership, market rent and private sale properties. The breadth of Radian’s developments is covered by multiple brands and subbrands that all fall under the Radian Group umbrella. In-house marketing and communications teams work across these brands, mediums and developments – a large-scale effort. Frost Creative plays a key role in supporting this work, maintaining clear and
concise communications – both internally and externally – across all brands.
Frost Creative was briefed to bring continuity to all touchpoints and brands in a short timeframe. As is typical in large organisations, multiple departments and team leaders had led to confused and inconsistent marketing. Brand continuity had been lost, outdated communications were sent to customers, and departments were uncertain about the direction collateral should take. In just two weeks, we needed to develop brand guidelines for internal use, defining and articulating sub-brands and giving departments the resource they needed to create effective communications in-house.
From brand guidelines to day-to-day support
As well as creating initial brand guidelines for internal use, Frost Creative worked closely with departments and team leaders to help people understand why branding and marketing was relevant and, in turn, why the guidelines should be observed. In fact, our guidelines were able to make life easier for marketing teams day-to-day. Beyond the guidelines themselves, we created a suite of templates covering everything from social posts to leaflets. These could be used without specialist software, enabling teams to create their own marketing faster, more efficiently, and without external agency fees. Streamlining this day-to-day internal activity had a significant impact on large-scale creative. By eliminating unnecessary cost, budget became available for us to create larger campaigns and collateral including financial reports, development branding, and sales collateral. We became trusted partners to Radian, always on-hand to act as an extension of the team. Uniquely, our relationship with Radian was an ever improving partnership, with our design, imagery and art direction feeding into Radian’s in-house projects.