Rural Housing Trust
Housing company brand identity and website
Rural Housing Trust is a housing company specialising in rural shared ownership housing.
Its aim is to help people on modest incomes who wish to remain living in the rural area where they have strong connections by building affordable shared ownership housing to help maintain healthy and vibrant village communities.
The company started life in 1975 as a not for profit organisation in response to a shortage of suitable accommodation in villages for retiring farm workers. By 2008 it had grown in size and influence and had built a total of 3,000 houses in 350 villages. However by the end of 2008 the banking crisis caused the organisation to stop developing.
In July 2011 the ownership of RHTD was transferred to the Hobden Group ensuring that the work of the organisation can continue.
The communications challenge
Although many of the aims of the organisation were to remain the same it was important to signal the change in legal status and management. We needed to create a brand identity which promoted the original values of the organisation in a contemporary manner and to give the brand an authoritative and professional image. At the same time we were careful not to alienate the audience with an over designed look and feel.
Website structure and CMS
The website is divided into two sections, firstly providing information for existing shared owners and secondly promoting Homes for Sale. The site is programmed in Joomla, a free open source content management system allowing RHT to update the houses at will. Cogent will provide support and training over the first year.