Case Study: Newlon Housing Trust builds a contemporary shared ownership brand with Oracle Creative

Newlon Housing Trust builds a contemporary shared ownership brand with Oracle Creative after 50 years of charitable housing legacy

Oracle Creative was commissioned by Newlon Housing Trust to create a brand identity for its Newlon Living shared ownership division. The challenge was to position this new entity as a contemporary residential sales brand that would appeal to aspirational first-time buyers, while still maintaining a clear and credible connection to its parent organization, a long-established charitable housing association.

Oracle Creative developed a refined brand identity system by updating the color palette to a sophisticated grey while retaining the parent group's distinctive orange apex. This solution successfully created a more premium, modern feel that differentiates Newlon Living in the sales market while providing the reassurance of its trusted legacy. The comprehensive guidelines ensured consistent application across all marketing materials, achieving the goal of a brand that feels like a private developer but is backed by a 50-year housing association.

Newlon Housing Trust