The Housing Lab is a specialist building and construction consultancy that partners with affordable housing organisations to improve customer experience, deliver value for money and ensure legal and regulatory compliance. They supported housing providers to evolve and grow with purpose, focusing on meaningful outcomes for both people and organisations.

In a market crowded with generic logos and uninspired corporate palettes, the company aimed to stand apart. The new brand identity had to be designed to reflect their breadth of expertise, transparency and reliability, showcasing a client-focused, innovative approach while remaining practical across all applications.

I began by conducting research and working on brand strategy. Sending across questionairres and interviewing Simon, the founder, along with other key stakeholders within the organisation. We established the target audience, fleshed out key user personas, the brand’s personality, brand pillars and core values, tone of voice and the brand positioning statement. I then conducted a competitor audit, decided upon the design direction based upon my research and finalised the required key touchpoints and project success criteria.

The solution was to create a visual identity that felt professional and innovative yet transparent and human. Using humanist sans serif type paired with modern gradients and abstract visuals to reflect the company’s transparency and it’s client-centric, innovative approach, while ensuring maximum practicality across all applications.

“Harry took Housing Lab from initial brand concept through to a complete, market-ready brand and website with real clarity and commercial focus. From the outset, he applied a structured and disciplined approach, helping shape not just how HousingLab looks, but how it positions itself in the market.

He quickly understood our vision, values and target audience, translating these into a brand that feels credible, distinctive, and aligned with our ambitions. The brand guidelines and website are polished, coherent and practical to use, not just visually strong but commercially effective.

Since launch, we’ve received consistently excellent feedback, strong engagement and a number of new business enquiries directly attributable to the brand and website.”