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999 Design Affinity Sutton

National housing association Affinity Sutton develops new visual identity to drive awareness


By Natalie Mortimer, N/A

December 1, 2015 | 2 min read

National housing association Affinity Sutton has rolled out a new visual identity to raise awareness of its Shared Ownership offering, which helps people take their first steps on the property ladder.

The association has 57,000 properties across over 120 local authorities in England, but due to the low awareness and confusing terminology surrounding the shared ownership market, potential house buyers often don’t understand which product is suited to them or how shared ownership actually works.

As a result Affinity Sutton tasked 999 Design with creating a recognisable visual identity to inform, educate and motivate would-be home owners. The identity also had to address the issue that the association is a relatively unknown brand and position it so that consumers would choose Affinity Sutton over a competitor.

Katie Gaughan, lead campaign designer at 999 Design said: “Working with Affinity Sutton on their ‘Shared Ownership’ offering presented an interesting challenge.

"We found the first-time buyer marketplace to be confusing with many eligible candidates not even aware that shared ownership was an option available to them. By introducing a direct and approachable tone of voice, coupled with strong visual cues, we were able to cut through the jargon-filled marketplace and offer some reassurance to potential home owners.”

999 Design Affinity Sutton

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