A new way of thinking for social housing

Challenge

Atkins are a global business and the name behind some of the biggest building and infrastructure projects in the world – a trusted partner for design and engineering globally.

One of their most recent projects focussed on tackling the social and affordable housing challenge in the UK by using all their smarts and modern methods of construction to deliver high-quality housing within existing communities. They tasked us to develop a strong brand identity that had the purpose of the project at its heart, and to develop a clear new position and external voice that brought the project to life.

Strategy

Our brief was to create a new brand for Atkins, so they could reach more partners. It needed to acknowledge the trust and heritage of Atkins/SNC-Lavalin as the parent brand, as well as convey messaging that was truly grounded in their purpose of developing housing, where people could not only live, but thrive.

We undertook a lengthy research process, which included interviewing stakeholders across the organisation and hosting collaborative workshops to create the Brand House, brand personality and new tone of voice.

Solution

We gave Atkins a name that really encapsulated the brand purpose, mission and vision – all in one acronym. EDAROTH. Everybody Deserves A Roof Over Their Head.

The name has real meaning, so much so, we were able to build an entire brand around it, delivering supporting assets too, including a brand book, website, launch materials, advertising, merchandise and a confident endline, ‘Home reimagined by Atkins’.