Challenge

Shared ownership offered a valuable route onto the property ladder, yet the sector was often perceived as confusing, fragmented and difficult to navigate. The challenge was to create a new brand that would simplify the proposition, build trust and engage a new generation of homebuyers, while standing apart from traditional housing associations and property providers.

Solution

Working closely with the Creative Director, I helped develop the SO Resi brand from the ground up, contributing to the identity, visual language, proposition and rollout across multiple channels. Built around the idea of making shared ownership easier to understand, the brand combined bold graphics, simple messaging and a distinctive challenger mindset to cut through industry complexity and improve customer understanding.

The resulting identity transformed perceptions of shared ownership and established SO Resi as the market-leading brand in the sector. The brand was recognised with the Best Brand Identity award at the PAMADA Awards, reinforcing its impact and effectiveness. Since launch, SO Resi has helped more than 10,000 people take their first step onto the property ladder. Its flexible design system has successfully evolved across developments, campaigns and digital platforms. Today, I continue to help lead the evolution of the SO Resi brand, ensuring consistency, relevance and impact across every touchpoint.

Client: Metropolitan Thames Valley | Agency: Agenda Design | Role: Senior Designer