Branding a new type of housing provider


  • Naming
  • Identity
  • Communications

Attempts to create solutions to London’s shortage of affordable homes have produced a variety of new business models. Hounslow Council and EcoWorld London formed a joint venture to develop council land. The aim is to provide homes across rental, shared ownership and market sale primarily for Hounslow residents.

We created a new name and brand identity to launch this new entity.

Unlike other business models, this is a 50:50 joint venture. The council retains 50% of the profits; thus there is more money to support the council’s services to the borough’s residents. In addition, there will be a much higher proportion of affordable homes. These facts led to a clear positioning:

Homes that help the neighbourhood.

A new name was required for the offering – one that created sufficient ‘space’ from both the council and a private developer. It needed to reflect the inclusive nature of the endeavour aimed at local people, but also convey sufficient aspiration and optimism to appeal to all potential householders but especially those who would be purchasing. ‘Kindred’ expressed these values and also the relationship we have with those we share our home with.

The resulting brand has now been rolled out on the first sites that are being developed.

Dig deeper


Kindred Identity


Boy and girl getting the photo taken
Senior man playing ping pong
Kindred colour socks


Kindred keyring Kindred business cards Kindred flag banner

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