The housing association for south Oxfordshire
Managing over 7,000 homes across social and affordable housing, South Oxfordshire Housing Association (or Soha, to their friends) came to us to help focus their brand strategy and identity. Unlike most HA’s, Soha operates like a mutual organisation, allowing tenants to have a real stake and influence in the direction of the company, their homes and neighbourhoods.
A home is a fundamental human need, providing safety, security and a wider sense of belonging, this means that housing is an emotionally rich brand category. It was important that Soha articulated a clear social purpose that activated throughout the brand, from its expression to the employee, resident experiences and beyond.