Client
Newlon Housing Trust
Project
Brand Identity
Oracle Creative was commissioned by Newlon Housing Trust to create a distinct brand identity for Newlon Living, their specialist shared ownership division established in 2017 to serve first-time buyers across north and east London.
Brief
Newlon Living needed to position itself as a contemporary residential sales brand whilst maintaining a clear connection to its parent organisation, Newlon Housing Trust, a charitable housing association founded in 1968. The challenge was to bridge two worlds: retaining the credibility and trust of an established housing association whilst appealing to aspirational first-time buyers with expectations more aligned to private developers than social housing providers.
Creative Approach
We refined the established Newlon Group identity, retaining the distinctive orange apex that connects all entities within the organisation whilst replacing the corporate blue with a sophisticated grey. This subtle but significant shift created a more contemporary, premium feel appropriate for the residential sales environment.
The grey and orange palette positions Newlon Living as professional and modern, differentiating it from traditional housing association communications whilst the retained apex ensures immediate recognition as part of the trusted Newlon family. The result is a brand that feels like a private developer but carries the reassurance of a 50-year charitable housing legacy.
Scope
- Complete brand identity system
- Brand application rules and exclusion zones
- Logo variations and applications
- Comprehensive brand guidelines (lite version)
- Colour palette development
- Typography system
- Brand guardianship and ongoing support
- Marketing asset templates
- Social media templates
- Forms and documentation design
Outcome
The Newlon Living brand successfully positions the division as a contemporary residential sales brand, appealing to first-time buyers seeking quality homes whilst benefiting from the established reputation of Newlon Housing Trust. The comprehensive brand guidelines ensure consistency across all customer touchpoints whilst allowing creative flexibility for development-specific marketing campaigns.
