Trafford Council has a substantial pipeline of homes to build. However, these will not all be destined for social housing. Many will be sold privately. We needed to create a brand for Trafford Council’s new development arm that would reflect the aspirational image needed to appeal to discerning buyers. But, we also also had to embody the community values of the Council.

By Trafford, For Trafford

We forged a compelling narrative exploring the council’s deep commitment to the community; they are not merely constructing buildings but creating vibrant communities and diverse neighbourhoods. The focus is on quality homes that attract people and jobs, with profits reinvested into community services.

We captured this in the statement: By Trafford, For Trafford.

The new brand needed to be distinct from Trafford Council services or social housing but somehow read across to the council. We sought inspiration in the most unlikely place: council bins.

The crest on the council bins was the most recognisable symbol of the council. How could we reinvent its DNA for a new purpose? Both leaning into and veering away from the cues the council crest suggests.

We deconstructed the council’s crest and redrew it with a clean, modern simplicity, focusing only on the griffin at the centre of the badge. A griffin that just happened to be proudly holding the letter, T. The logo broke free from the fustiness of a full crest.

Our stylish approach to identity meant we could name the new development arm in a disarmingly simple manner, linking it closely to the council: Trafford Developments.

Our primary font, Grand Slang, is a calligraphy-inspired letterform characterised by beauty and warmth, just like a good home. Its non-modular uppercase suggested anything but bland uniformity.

The colour deployed is rich and evocative of quality. We defined an approach to lifestyle photography and CGI to create consistency across all the sites in Trafford.

Impact

Williams Row—the first development launched under the new brand—launched with great interest. More importantly, Trafford Developments has a visual and verbal voice to prove its commitment to providing long-term, sustainable homes.

“Squad masterminded a new brand that reflects the council and created a voice that speaks to the Trafford community. They exceeded expectations within a short timeframe. All the team members involved were a delight to work with.”

Marie Claire Topham – Trafford Council