Orbit: Brand Proposition & Identity
Orbit had an ambitious vision for 2030. Our job wasn’t simply to give it a new look, but to turn that vision into a brand capable of helping make it happen.
Orbit operates in one of the UK’s most scrutinised sectors, balancing affordable housing, customer expectations, sustainability and social purpose.
It already had an ambitious 2030 Vision. So rather than start by asking what the brand should look like, we started with where the organisation wanted to go.
Working from the inside out, we immersed ourselves in Orbit’s strategy, customers and challenges to turn its long-term ambition into something people could see, feel and use every day.
Over six months, we developed the brand proposition and expression, unified Orbit, Orbit Homes and Better Days within a clearer architecture, and created a distinctive identity system capable of connecting with everyone from customers and colleagues to first-time buyers and policymakers.
The brand has since become part of a much bigger transformation. Orbit has increased its commitment to 7,000 new and regenerated homes by 2030, while Orbit Homes has achieved 5-star Housebuilder status, with more than 95% of customers saying they would recommend it.
More than a new identity, it’s a brand designed not just to reflect Orbit’s future, but to help shape it.