Fabrik Brands
London, UK
Founded 1997

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0044 (0)20 7336 1388
mail@fabrikbrands.com

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Amplius

Merger naming and branding defines a new era in housing.

Longhurst Group and Grand Union Housing Group merged to create a powerful force in UK housing.

MERGE

Managing tens of thousands of homes between them, they needed a brand that matched their ambition to transform the sector.

HOMES

Rather than stitching together two identities, they chose to build something entirely new.

1+1=1
challenge

Create a unified brand from scratch – fast

The boards selected Fabrik for our merger and housing expertise, challenging us to deliver a complete rebrand in just 11 weeks.

challenge

We needed to name the new organisation, design its visual identity, and create the framework for future growth.

The challenge was to unite two respected organisations under one compelling brand that would inspire stakeholders, residents, and communities alike.

APPROACH
Deep research, bold creativity

We started with deep research – interviews, focus groups, surveys, and competitive analysis – uncovering the shared values that would unite both organisations.

The name Amplius emerged from exploring concepts of community and belonging – Latin for “further,” it captures the merged organisation’s drive to help more people, go further, achieve more.

We built a bold visual identity around this ambition: confident colours, modern typography, and authentic imagery that speaks to diverse communities.

OUTCOME

Everything to launch with confidence

In 11 weeks, we delivered everything Amplius needed to launch confidently.

OUTCOME

We created a strategic brand framework and positioning, and developed the Amplius name with full trademark protection.

We designed a complete visual identity system, comprehensive brand guidelines, and all essential launch assets.

Two respected organisations became one unified brand, ready to amplify its impact across the UK housing sector.

impact

A stronger business.
Realised and measured.

One operating model aligning services, systems and teams. One unified brand supporting local authorities, developers, suppliers and funders.

£26m
Net surplus
Strong first-year performance in H1 to September 2025, up from £24m prior year.
31%
Operating margin
Profitability strengthened across the business, rising to 33% on social housing lettings.
£256m
Liquidity
Financial resilience secured, providing headroom for future development activity.

What we did

Strategy & naming

  • Stakeholder interviews
  • Focus groups & surveys
  • Brand positioning
  • Strategic framework
  • Name development
  • Trademark searches
  • Registration support

Visual identity

  • Logo design
  • Colour palette
  • Typography system
  • Photography guidelines
  • Brand guidelines
  • Brand assets & templates
  • Launch materials
Fabrik guided us through a complex merger branding process with strategic expertise and creativity. They took the time to listen, consulting with stakeholders and engaging our team throughout, ensuring every detail reflected our shared vision. From crafting the new name, Amplius, to delivering a cohesive visual and verbal identity, Fabrik provided the tools we need to strengthen our position in the housing sector.
Julie Doyle, Chief Executive, Amplius
Our Work

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