Good Place Lettings

Good people, good homes

I named and branded a new social lettings agency that reinvests its profits to help end homelessness.

Sector: Housing and social enterprise, London
Services: Brand workshops, brand strategy, naming, visual identity, brand guidelines, comms pack, web consultancy

The challenge

Two established organisations wanted to launch a new lettings agency in a crowded London market. The brand had to carry the credibility of both partners and still stand on its own. It also had to speak equally to landlords, tenants, funders and the public, while explaining an ambitious social mission.

What I did

Collaborative workshops. In-person and online sessions across both organisations on theory of change, brand story, audiences, tone of voice and look and feel.
Insight-led strategy. I reviewed sector research to ground the brand strategy, defining purpose, positioning, audiences and key messages.
Naming. A structured process from ideation and shortlisting to legal and trademark checks, leading to Good Place Lettings.
Visual identity. I briefed and coordinated the logo, colour palette and typography, designed to work across digital and print.
Launch toolkit. Brand guidelines, templates for social, blog and written communications, and wireframes and consultancy for the web team.

Inside the project

Black Good Place Lettings van with the heart-and-house mark and the line Good People, Good Homes — Van livery: Good People, Good Homes

Good Place Lettings letterhead, folder and business cards on a mint background — Stationery

Good Place Lettings website on a desktop monitor and laptop — Website

Good Place Lettings Instagram feed on two phones — Social

Logo, marks and colour palette

What changed

A launch-ready brand: name, story, logo, tone of voice and visual identity in place for the agency's London launch.
A 30+ page brand guide covering positioning, tone of voice, logo use, typography, colour and applications.
A team that can create on-brand content using ready-made digital and print templates.
Room to grow: a brand built to launch in London with scope to expand UK-wide.

Deliverables

workshops
brand strategy
brand name with trademark checks
logo and visual identity
30+ page brand guidelines
comms pack and templates
website wireframes

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