Viewing social housing through a non-stereotypical lens.
In response to the UK housing crisis, Atkins launched MetroHome, a company focused on building affordable social housing by streamlining the process and using a flatpack system. Although the focus was on building social housing, the deeper mission was to build communities. The concept here was to define MetroHome as a differentiator - an exciting and unique business with a brand identity and visual language that not only echoed the mission but also stood out as a market disrupter.
The logotype was chosen to compliment the flatpack nature of the build. The shapes evolved from the logotype to create different forms in different colours thus embracing the idea of a diverse community in an abstract way that captures the mission without being gender and race specific. The result is a strong, coherent and effective identity system that brings an exciting face into a sector that is usually viewed through a negative stereotypical lens.
MetroHome (Atkins)
Brand identity & visual language
Identity & visual language concept
