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L&Q Group

London and Quadrant

  • Research
  • Positioning
  • Identity creation & Visual environment
  • Brand Guidelines & Internal Engagement
  • Agency briefings

Prior to the merger of two of the UK’s leading housing associations: L&Q and East Thames, Uffindell was commissioned to create the brand for the new organisation.

The combined organisation of 3500 staff, owns and manages over 90,000 homes across the UK, worth an estimated £22 billion. It has set a vision to deliver 100,000 new homes with half being genuinely affordable to people on average and lower incomes.

Uffindell began the process a with a workshop consisting of the leadership from both organisations working to define a new brand strategy for the new organisation. The positioning ‘Because home matter’ was created as a single differentiating and authentic expression of brand.

A new identity was developed to reflect the personality of the new organisation A hand drawn timeless piece of typography was created for the logo. It reflected the design ethos, the straightforwardness of their approach and the synergy in which the two organisations operate.

A transition version of the East Thames logo was developed to be used for the next two years before it becomes L&Q.

A distinctive visual environment was created to cover the marketing communications requirements of the combined business. Usage of the new identity and visual environment were covered in comprehensive brand guidelines.

Place Services

MS Amlin

154-160 Fleet Street
P: +44 (0)20 7689 0000
E: gary@uffindellgroup.com
New York:
One Penn Plaza
36th Floor
New York, NY 10119
P: +1 212 786 7376
E: info@uffindellgroup.com