Homeshare UK

Branding the UK's first Homeshare network

Services

Brand Identity Development
Visual Alignment with Merger Brand
Brand Tool-Kit Creation

Social challenges

Affordable living for younger people & our ageing population is facing an increased sense of loneliness resulting in damaged health.

Client offering

Building a sense of community. The organisation brings together older people with spare rooms (householders) and individuals willing to lend a hand around the house (homesharers) to create a mutually beneficial arrangement.

Providing affordable and sociable accommodation for older people and homesharers. They aim to address the housing and social care crisis by offering a unique solution that benefits both parties involved.

Emphasize authenticity and genuine connections between householders and homesharers. Homeshare seeks to create meaningful relationships that go beyond simple accommodation arrangements, fostering a sense of belonging and support.

Barrier

The UK's first Homeshare network faced the challenge of developing its unique brand identity within the larger context of the Shared Lives Plus network. While Homeshare and Shared Lives Plus were part of the same brand family, they were not visually aligned. Homeshare needed a distinct brand identity that spoke the same language as Shared Lives Plus but also represented its individual values. The task was to create a cohesive brand that would connect the two organisations while standing out as a unique entity.

The primary barrier was to find a way to integrate the Homeshare brand with the Shared Lives Plus network while maintaining its own identity. The creative team had to develop a brand that visually represented the connection and collaboration between the two organisations while conveying Homeshare's values of bringing people together through the concept of home-sharing. The challenge was to strike the right balance between being visually aligned with Shared Lives Plus and being distinctive enough to represent Homeshare's mission and purpose.

Hopeful value

Creativity and innovation in developing brand identities and communication assets. Create unique and visually appealing designs that effectively communicate the client's values and mission.

User-centered approach to their work. Aim to create designs that resonate with the target audience, ensuring that the brand identity and communication assets speak the same language as the client's values.

Result

The creative team successfully developed a new brand identity for Homeshare that visually connected with the Shared Lives Plus network while also standing out as a unique entity. They used the line of the Shared Lives Plus brand marque as a device to weave the two brand identities together, creating a cohesive visual representation. The new Homeshare brand marque incorporated elements representing a rainbow, two homes together, and a bridge, symbolizing the concept of bringing people together through home-sharing.

Through stakeholder engagement during the project, the creative team ensured that the brand development process was authentic and representative of Homeshare's values. The resulting brand toolkit provided clear definitions of the identity process and its relationship with the partnering department, Shared Lives Plus. The new brand identity for Homeshare successfully achieved its objective of visually speaking the same language as Shared Lives Plus while reflecting its unique values and mission, creating a coherent and visually aligned brand family within the Shared Lives Plus network.

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