Government's homes agency announces new brand identity

Homes England unveiled its new brand today, centred around a 'making homes happen' slogan.

Homes England has unveiled its new brand
Homes England has unveiled its new brand

The Government’s national housing agency has worked with creative agency Lloyd Northover to create a brand that reflects its ambition to accelerate home building.

The brand development project includes a new core narrative, tone of voice and visual approach that differentiates Homes England from its predecessor, the Homes and Communities Agency.

At the heart of the brand is a narrative that positions Homes England as the Government’s housing accelerator; a more commercially minded organisation focused on improving communities by leading market change and working with partners to build better homes faster.

The agency will retain its government crest logo but has chosen a visual identity that echoes its new approach.

Deon-Nadine Butler, head of marketing at Homes England, said: "Adopting the strapline ‘Making Homes Happen’ as part of our branding is a real statement of intent for Homes England.  It’s simple, straightforward and a message colleagues, partners, government and the general public can all understand and get behind."

She added: "Brand design in the housing industry tends to focus on the physical nature of housing, all hard angles and solid materials, but Homes England is about much more than those things – we don’t build houses. We’re about thriving communities and changing lives, acting as the accelerator that brings partners together to create better places for people to make their own."

The brand is designed to attract developers and partners to work with Homes England and will form part of a wider cultural change within the organisation, which is set to recruit hundreds of new staff alongside transforming its digital operations.

The agency has a comms team of 15 and is charged with taking a more proactive approach in helping to meet the Government’s target of delivering 300,000 new homes per year by the middle of the next decade.

As part of this, new comms campaigns targeting SMEs and new builders will begin in the New Year.

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