First

Bromford Housing Group

Messaging
Visual Brand
Consistency
Quality
Saliency
Overall
15
15
15
15
16
76%

Messaging: 15, Visual Brand: 15, Consistency: 15, Quality: 15, Saliency: 16, Overall: 76%

What we say

A good balance of high quality imagery and messaging that feels appropriate and customer focused, without feeling profligate. The overall impression is very cohesive; recognisable but not relentless.

Second

Circle Housing Group

Messaging
Visual Brand
Consistency
Quality
Saliency
Overall
11
14
17
15
15
72%

Messaging: 11, Visual Brand: 14, Consistency: 17, Quality: 15, Saliency: 15, Overall: 72%

What we say

A strong, simple identity that uses purple to hold together different types of communications for different audiences. Though the messaging could work harder the overall impression is consistent and high quality.

Third

Affinity Sutton

Messaging
Visual Brand
Consistency
Quality
Saliency
Overall
13
13
15
13
13
67%

Messaging: 13, Visual Brand: 13, Consistency: 15, Quality: 13, Saliency: 13, Overall: 67%

What we say

A more corporate impression is created through a fresh but cool colour palette and a focus on properties rather than people in the photography. Communications are carefully considered for different audiences.

Fourth

Places for People Group

Messaging
Visual Brand
Consistency
Quality
Saliency
Overall
11
13
13
14
13
64%

Messaging: 11, Visual Brand: 13, Consistency: 13, Quality: 14, Saliency: 13, Overall: 64%

What we say

Immediately feels strong and vibrant through the use of colour and typography, but there’s a distinct lack of human warmth, which the name suggests, due to limited use of people photography.

Fifth

One Housing Group

Messaging
Visual Brand
Consistency
Quality
Saliency
Overall
12
13
12
13
13
63%

Messaging: 12, Visual Brand: 13, Consistency: 12, Quality: 13, Saliency: 13, Overall: 63%

What we say

A confident, credible impression that feels clean and structured. All the elements are good in themselves but the way they are used together varies in quality and consistency.

Sixth

Midland Heart

Messaging
Visual Brand
Consistency
Quality
Saliency
Overall
11
12
11
13
13
60%

Messaging: 11, Visual Brand: 12, Consistency: 11, Quality: 13, Saliency: 13, Overall: 60%

What we say

The varied use of colours means the overall impression is not as consistent as it could be. But the high quality people photography works well across the different audience applications, and shows a real sense of care.

Seventh

Family Mosaic Housing

Messaging
Visual Brand
Consistency
Quality
Saliency
Overall
13
11
9
12
13
58%

Messaging: 13, Visual Brand: 11, Consistency: 9, Quality: 12, Saliency: 13, Overall: 58%

What we say

An interesting name and some really good bits don’t come together as strongly as they could. The result is a lack of consistency and feels like a missed opportunity.

Joint Eighth

Peabody Group

Messaging
Visual Brand
Consistency
Quality
Saliency
Overall
10
10
11
13
13
57%

Messaging: 10, Visual Brand: 10, Consistency: 11, Quality: 13, Saliency: 13, Overall: 57%

What we say

A number of solid, straightforward elements, but that feel a little disconnected when used together. Different audience communications demonstrate saliency, but lack consistency.

Joint Eighth

The Guinness Partnership

Messaging
Visual Brand
Consistency
Quality
Saliency
Overall
11
10
12
12
12
57%

Messaging: 11, Visual Brand: 10, Consistency: 12, Quality: 12, Saliency: 12, Overall: 57%

What we say

Portrait photography is strong and believable, but is let down by the other elements. The use of a single colour helps to deliver consistency, but the choice of colour, which affects the overall impression, feels dull and dated.

Tenth

Cross Keys Homes

Messaging
Visual Brand
Consistency
Quality
Saliency
Overall
7
11
14
10
14
56%

Messaging: 7, Visual Brand: 11, Consistency: 14, Quality: 10, Saliency: 14, Overall: 56%

What we say

A bright, vibrant impression across all materials delivers instant recognition and consistency. However messaging lacks the same impact and there is a danger that the strong consistency will become relentless.