RHL - 22 Group

RHL

Offering private rented properties and apartment block management across the North West.

The brief

RHL wanted to stand apart from the typical, mundane design concepts that many housing associations adopted at the time. They required a distinctive and contemporary brand identity that would work across all materials and express RHL's core values of being friendly and welcoming.

"We created the ‘Welcome home’ concept, which combined a vibrant, friendly, illustrative style with a contemporary typeface. "

The solution

Illustrations such as fluffy slippers, family picture frames and pet cats were used to convey feelings of comfort, security and belonging. We wanted the brand to reflect that even if you are renting a house or flat, it should still feel like home. When it was launched in 2011, the illustrative style was unusual for the social housing sector and became massively popular with service users. This led to RHL winning several awards and inspiring many other businesses in the sector.