A new brand to Believe in, a new website to call home.

AnglicareSA
Project
Developing a new brand and website for AnglicareSA’s housing portfolio.
Year
2022
Client
AnglicareSA
Services
Branding, messaging, design, web development, photography and videography, content development.
Challenge

AnglicareSA — a long-term partner of Fuller — provides housing solutions for people at all different stages of life.

After undertaking a review of its housing portfolio and identifying growth opportunities, AnglicareSA approached Fuller to develop a new brand identity for this service.

It was important that the new brand captured the importance of housing in people’s lives, in particular, the safety and security that housing brings.

AnglicareSA also wanted the new brand to reflect the concept of the ‘Housing Continuum’. The Housing Continuum focuses on supporting people to move through a range of housing options depending on stage of life: from social and community housing, to private rentals, and finally, independent home ownership.

Strategy

Fuller began the branding process by undertaking research, including a review of the current competitive landscape, followed by the development of multiple names, messaging and visual concepts for the new brand.

The new brand, Believe Housing Australia, was launched in March 2022.

Just like the Housing Continuum, the word ‘Believe’ reflects the starting point of the housing journey — the first step in getting your life back on track. In developing the name, Fuller undertook extensive consultation with both internal stakeholders, and tenants through site visits.

Once the name was approved, Fuller worked on developing the messaging and visual identity.

The visual identity was formed around a sans-serif typeface with humanist qualities and a bright colour palette inspired by the four steps within the Housing Continuum.

The new brand was applied to a website built by Fuller, as well as signage, brochures and design templates.

User experience was at the heart of Believe Housing’s website design and development. Many people accessing the Believe Housing Australia’s website use 3G mobile devices, and speak English as a second language.

Results

The Believe Housing Australia brand and website were successfully launched in March 2022.

On speaking of working with Fuller, AnglicareSA’s Lead Digital Engagement Strategist, Samantha Chambers, said:

“We have found the team at Fuller to be collaborative and approachable since project commencement, and their ongoing support has been relevant, responsive and timely.

“Fuller’s flexibility and knowledge has ensured our new website and brand were developed based on best practice principles, which has created a solid digital foundation that will continue to push our digital experience in the right direction to maximise support for our customers.”

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