Case Study: HMO X builds a confident, future-facing brand with 22 Group

HMO X builds the UK’s only nationwide HMO community with 22 Group

The customer, HMO X, is a new business launched by professionals in the house in multiple occupation investment space. Their challenge was to create a bold and modern brand identity that could speak confidently to a broad audience, from aspiring landlords to long-term investors, while meeting the expectations of multiple stakeholders. The vendor, 22 Group, was commissioned to develop this new brand.

22 Group addressed this through a collaborative workshop to define brand personas and user journeys. They developed a minimal visual identity using black, white, and teal, supported by an approachable tone of voice. The result was a strong, cohesive brand that helped HMO X build trust and spark engagement from day one, positioning it as the UK's only nationwide HMO community offering a complete ecosystem of support.

HMO X