HANOVER (Scotland) Housing Association has taken a look into the future to make sure it’s ready to welcome the next wave of residents coming their way – by rebranding it’s services.
Hanover, which is based in McDonald Road, launched it’s dynamic new branding this week with on-street billboards at hospitals in Glasgow and Edinburgh. The housing association’s awareness campaign aims to ensure that customers have a selection of housing choices at their fingertips.
A spokesperson said: “The new branding spans all mediums: print, online and for the first time street billboards, to make Hanover easier to recognise and access by whatever route. This includes a strong online presence for the increasing number of ‘tech savvy’ over-55s.
“The new approach to Hanover’s brand identity and website comes as a response to the increasing number of people in Scotland’s ageing population who will be seeking accommodation now and in the future.
“Consideration has been given to ‘simple solutions’ in terms of the needs of helping older people to find a home in which they will feel safe and secure, whilst maintaining their independence.
“Navigation through the new website utilises case studies of ‘real’ Hanover residents with on location photography across a number of regions in Scotland, highlighting the spirit of independence a resident can enjoy with the backdrop of a closer and safer housing community.”
Research was conducted by BOLD design agency, part of Community Enterprise Scotland, who undertook workshops with residents, staff and stakeholders to help ‘redefine the future brand and make it even more identifiable as a warm and welcoming housing association that really understand the needs of the growing numbers of elderly people’.
The result of the ‘redefinition’ is a fresh overall look and feel – a more colourful and eye-catching ‘street’ logo with the strap-line ‘independent together’, along with branding to make it more readily recognisable as a caring and professional housing association.
Commenting on the rebranding, Helen Murdoch CEO, Hanover (Scotland) Housing Association, noted: “We have a great reputation here at Hanover and keeping ahead of the ageing population curve is vitally important to ensure we have the right balance of services.
“I have asked residents how they have come to know about Hanover and they have often replied ‘word of mouth’.
“They have also added that: ‘Hanover is great but not enough people know about the good work that you do’. So, rebranding will go a long way to rectify this and increase awareness amongst potential new residents.”
Ms Murdoch added: “Rebranding is not a decision to be taken lightly, it is one that has to have tangible cost benefits and will help us attract more residents and fill our properties.
“It will also help our vital activities such as telecare and repairs reporting, which we offer other organisations, to be more clearly promoted.
“This in turn supports our core business of providing quality housing and services for older people. Finally, we want residents and potential new customers to know we are caring and professional and that the new logo and branding will help us achieve this more.
“We also recognise that outstanding customer service is paramount both for today and tomorrow and we aim to ensure that it is underpinned by first-class support services to meet the needs of our housing customers.
“We take great pride at Hanover in being upfront with our potential customers what they can expect from us and now and in the future. Our new branding and website will go a long way to address this along with our drive to create safe and secure housing and healthy, connected communities.”
John Ayscough, creative director at BOLD design agency, said: “It is vitally important that potential customers can recognise Hanover signposted by a recognisable and eye-catching logo.
“So, by distilling the responses from our research to address the instant recognition factor – we created the row of colourful houses, strapline, ‘independent together’, and brought the site to life with the “Meet the Resident” case studies to really bring the human element into play.
Mr Ayscough added: “Many older people are proficient at using technology and can surf the net with ease. We recognised that the current website was difficult to navigate and it required a more modern approach to match changing demand.
“With greater numbers of people living longer and on their own – the way people want to live has changed considerably – with more people wishing to live alone but in closer connected communities.
“The website now has a clear selection of options that align with the type of care people require at any one stage without losing their independence.
“From being ‘independent together’ in their own home – be it rented or owned with greater opportunity for community living and joint activities; living in sheltered, very sheltered, to special amenity housing and on-site care and telecare services – placing greater consideration on the future needs and requirements of our older people.”
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