With Pembrokeshire Housing Association keen to be positioned as offering a broader service and not being seen to be geographically linked to a specific territory in Wales, a full, strategic rebrand was commissioned. This involved shaping the overall brand strategy, a naming solution, creation and delivery of the new brand identity.
The important foundation phase of the project was to build an image of how the existing brand was perceived, compared to how the organisation wished to be presented. As part of our brand strategy work, we conducted tenant, staff and key stakeholder interviews and brand surveys to help guide the branding phase. We also ran a series of brand workshops to confirm and then formalise the vision, mission and values of the organisation along with the brand architecture for the group.
A key element of the rebrand would be the new name for the organisation. Through our proprietary Naming Workshop, we facilitated several sessions with the key project stakeholders to not only brainstorm naming ideas but to also test, visualise and ultimately agree on a new name for the organisation. Working to the brief that the name should be aspirational, reflect the vision of the organisation, to be bilingual and not geographically linked, ‘ateb’ was selected as the new name for Pembrokeshire Housing Association. Ateb, which is Welsh for ‘the answer’, or ‘solution’ provided the organisation with a platform from which to present themselves as more than just a housing provider. Alongside the new name, we also developed the strapline, ‘creating better living solutions’ which was inspired by the wider purpose of the organisation.
Following the approval of the naming, tone of voice and key brand identifiers, ateb was ready to be brought to life in a visual sense. Our challenge was to create an engaging brand identity, which would best represent the organisation across a multitude of touchpoints.
To help deliver a successful launch for ateb, it was vital that the core elements of the brand identity were applied consistently across all touchpoints to provide a vibrant representation of the organisation. We developed an image library for ateb that consisted of commissioned photography and carefully selected stock imagery to portray the diversity of the homes, the families and communities that the organisation interacts with. Bespoke illustrations were also commissioned to promote key services and to provide a range of visual tools to be used in ateb communications.
A key project within the delivery phase was the ateb website. Following a series of stakeholder interviews to help define requirements, we were able to design and develop a new website for the organisation as a valuable tool in both communicating and delivering the key services of ateb.
Accessible website created to cater for tenant demographic. Improved brand perception by tenants and stakeholders.
Bright Collie have been fundamental to the success of our rebrand to Ateb. From the start, they understood that building a relationship was key to achieving a successful outcome to our demanding brief. Throughout the process, they have felt like one of the team, have inputted great ideas and challenged us where necessary. Their work and support has injected new energy into our business that has helped us to reinvent our culture and outlook. We feel we are on a journey with Bright Collie and are excited about where our relationship will take us next.
Nick Hampshire — Chief Executive, Ateb Group