Soha Housing

Amongst all the noise, one simple human truth prevails “home is where the heart is”. Whilst other housing associations, charities and public bodies are growing, merging and becoming more commercially minded, Soha remains agile, purposeful, small and inclusive. This fosters a nourishing culture with deep-set roots. It was this notion of being mutualesque, Members and inclusivity, bonded by strength in numbers, that informed our brand anchor ‘We grow together’, helping create a feeling of positive affiliation or, as one staff member said to us, “we evolve because we involve our residents”. Soha are truly a driving force in helping to build strong, sustainable and vibrant communities in south Oxfordshire.

At the core of any identity system is the logo; a ubiquitous symbol instantly recognised and equipped to be the Soha masthead for the next chapter. A tree was an apt and simple symbol for Soha’s purpose. Branches spread offering hope, growth, shelter and deep-rooted stability to diverse and blossoming communities. Look closer and you’ll see a hidden house gable, the trunk doubling as a front door, a reminder that when you see the symbol, you are home.

A warm, bright colour palette and engaging photography mixed with a simply constructed illustration style, shows built communities in their elemental form — people and place together. The modular illustrations can be built or reconfigured to create endless arrangements that fill any canvas, space or compliment differing narratives. This confident, contemporary and clear visual language creates a highly flexible communications system. The new brand connects and engages with Soha’s audience, delivering an identity that is set to endure and ready to be built upon.