Trafford Council have a substantial pipeline of homes to build. However, unlike council homes of the past, these will not all be destined for social housing. Many will be sold privately, and in some cases, to pretty affluent buyers.

We needed to create a brand for Trafford Council’s development arm to elevate these homes beyond the traditional council housing perceptions without alienating lower-income residents.

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 both the most recognisable symbol of the council and the most reflective of council services. 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.