Creating a brand that people would want to call home

Going beyond bricks and mortar

Branding new developments in property is about more than finding a name. It’s about creating something that truly reflects what homes have to offer – all those intangible-yet-important things like the feel, the atmosphere and the culture.

When Radian Housing Association was preparing to launch The Willows, West End, an affordable housing scheme in partnership with Eastleigh Borough Council, they turned to Frost Creative to create an identity families would fall in love with.

With an established strategy in place, our branding would need to fit alongside existing place-making efforts, highlighting the most appealing aspects of the new development.

Just as The Willows tree-themed road names captured the natural, rural feel of the development, we discovered the local importance of the Sweet Gum Tree and reflected this in our brand identity. We also developed a simple-yet-sophisticated visual system inspired by the lime trees at neighbouring Hatch Grange. Finally, we proposed new positioning around the phrase ‘Made for Living’.

Together, these nature-inspired elements created a brand that successfully reflected what made The Willows so spectacular – and connected with would-be tenants and homeowners.

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