Amplius

The boards of Longhurst Group, and Grand Union Housing Group (GUHG), recently agreed on a merger, intended to create a new, powerful force for positive change in the UK housing market. Both associations have a significant presence in the UK market, managing tens of thousands of homes, and delivering comprehensive care, support, and services to diverse clients.

With similar visions and aligned values, these organisations have the potential to revolutionise the housing space, combining their expertise, resources, and unique insights. First, however, the merging companies needed a new name, brand identity, and strategy to guide them through the next stage of their growth journey.

Though the associations shared a similar ethos and vision, their brand identities were unique. Rather than attempting to stitch together disparate assets, Longhurst and Grand Union decided to create an inspiring new brand, representative of their combined mission. They approached Fabrik with a comprehensive project brief and a tight deadline.

The boards chose Fabrik based on our experience in merger and housing association branding, and asked for our assistance with a multi-stage strategy. We needed to choose an evocative new name for the combined organisations, design a holistic visual identity, and create the essential assets and guidelines that would bring the new venture to life.

We began with extensive research, conducting one-on-one interviews, focus groups, and surveys, running visual and verbal audits of both brands, and analysing other organisations in their space. Identifying significant crossovers in the ethos, focus, and values of both brands, we developed a cohesive brand framework, covering position statements, personality, and a manifesto.

Next, we searched for a compelling name focused on concepts of community, support, and belonging. After a rigorous process, Amplius was chosen. Latin for “further,” this name reflects the merged organisation’s ambition to help more people. Fabrik then developed a series of accompanying brand assets, defining a bold colour palette, modern typography choices, and authentic imagery, ensuring the brand resonates with diverse audiences.

Within just 11 weeks, we guided the merging housing associations through a full strategic rebranding project. Working with the shadow board and executive teams throughout the process, our team helped the Organisation choose a memorable name, apply for trademarks, build a distinctive visual identity, and create an entire framework for positioning and future growth.

Our work, extending from research and strategy development, visual identity design, brand naming, guidelines creation, and beyond, has given Amplius all the resources it needs to thrive in the next stage of its journey. Amplify is now positioned to intensify its impact on its market, bring communities together, and lead the way to the future of housing.

What we did: