In late 2024, two housing associations - Newport City Homes and Melin - announced that they were merging, and required a new name and identify for the resulting organisation. Building off of the fantastic insight, research and concept work carried out by my colleague Maris Latham, I worked to develop a brand identity for 'Hedyn', (meaning 'seed',) the new name the organisation had chosen.
The organisation were keen to show the idea of 'growth' - of Hedyn, its clients and staff coming together and developing out of a single, key objective of 'connected communities'. I integrated this into the logo - the purple 'seed' on the right is where the rest of the logo springs from, resulting in a stylised 'H' that looks like two individuals coming together and shaking hands.
The brand's colours came out of in-depth research on the regions Hedyn would cover, and are taken from key landmarks, features and the industrial heritage of the region.
The logo was flexible enough to be used in slightly different ways in different parts of the organisation, across customers, community and colleagues, whilst still saying true to the brand's overall approach.
The brand was also flexible enough to work across a huge number of touchpoints, from uniform and vehicle livery, through to animation, social media, signage and beyond. We also worked with the client to provide a photography style guideline, as well as full guidelines for consistent use of the brand across any future touchpoints.
