The Engage Group has created a visual identity for the Tenant Services Authority, the body that today replaces the Housing Corporation.
The TSA has been charged with the job of raising standards for the 15 million people who live in, or need, social housing, by acting as a consumer champion for tenants, challenging landlords to do better and reshaping the sector to create more choice.
Engage was appointed to create an identity for the new organisation, including a logo and a look for all internal and external communications, following a competitive pitch in June.
Will Dallimore, strategist for Engage, says, ‘TSA’s leadership had a strong vision for the organisation, but it wanted to pull employees and stakeholders into the branding process, too.
‘So our development journey drew together landlords, investors and employees from all levels, as well as tenants and special interest groups. Our job was to find the narrative that connected them all.’
Steve Hickson, creative director at Engage, says, ‘TSA is a new kind of regulator and the identity needs to capture that innovation. But it is also very straight-talking, too, so the work needed to remain simple and unfussy.
‘But most of all, it had to express the simple idea that tenants were at the centre.’
Katy Nicholson, head of communications for TSA, says, ‘Engage really understood and captured our values, creating an identity that is at once simple but sophisticated, and is everything we aspire to be as an organisation: bold, confident, honest and focused on the tenant.’