Longleigh

The background

Longleigh Foundation is a committed grant-making institution, focused on supporting individuals and communities catered to by the social housing sector. With the starkly increasing demand for social housing and care services, they identified a pressing requirement for a dynamic rebrand. The goal of this rebrand was not solely to rejuvenate their brand identity, but also to considerably expand their outreach and augment their fund size. Eager to foster deeper connections, Longleigh aspired to transition from a mere institutional presence to becoming integral strategic partners for their donors. They sought to leverage and share their extensive experience and knowledge with the wider housing sector, contributing to more effective and humane housing solutions.

Our services

How we helped

Graphic design
Branding
Website design and development
Logo development
Tone of voice
Brand guidelines

The challenge

We were commissioned to help them on their rebranding journey. We were tasked with rejuvenating their logo, their brand personality, and building a more interactive and user-friendly website. Our goal was to revamp their online presence, making it both appealing and intuitive for a wider audience.

However, their direction wasn't entirely clear; they knew they wanted to refresh the logo and colour scheme to better align with their developing brand, but they were uncertain about how to best accomplish this in an impactful manner. Our task therefore was to not only to guide Longleigh through these immediate branding updates but also to clarify the process and help them identify effective routes to realise their vision.

The solution

Our design strategy was to create and utilise an illustrative style in the form of motion graphics located in the main marquis area to ensure an impactful landing experience for site visitors.

A prominent element of the branding was the use of illustration. A palette of colours was chosen to create illustrations depicting their work within the community. The design is eye-catching and unique, and it showcases the company’s approach to clients emphasising their friendly and helpful nature. The rest of the site features this trend throughout, showing friendly and warm character graphics and illustrations that display interactions that demonstrate the content and messaging within each section of the page.

From a content standpoint, we used accessible language in order to clearly explain Longleigh’s grant funding schemes and how they work. We also utilised video case studies featuring previous grant recipients who explained how they were able to work with Longleigh to secure the funding they needed.

Elements of the brand development:

Logo development
Tone of voice
Brand guidelines
Web design and development
Website content
Marketing literature

The results

The trustees really liked the design, the range of content, and were very thankful for all the effort that went into the project, as they could easily see what a substantive piece of work it was. This site was launched in May 2020 to great success.

As a result of our work, the site looks fresh and unique, bringing together clean modern design while highlighting everything that the company embodies. Since the rebuild, the new Longleigh website now benefits from a rather low bounce rate of 48.65% and a relatively high site engagement with an average time on site of 2:19.

Customer testimonial

People say the nicest things...

We’re not bigheads, show-offs or own-trumpet-blowers. There’s no need to be. Not when our clients have such kind things to say about us.

Andy Peers, Chief Executive - Longleigh

In Relative we have found a partner that has really taken the time to understand our needs and then use their abundant skills in translating those needs. Alongside Relative’s high-quality work there is a real ‘likeability’ factor, the importance of which should not be underestimated. It makes working together so enjoyable!

Relative’s responsiveness to helping us keep content refreshed and making updates has remained really first-class. It is with huge thanks to all the team at Relative for giving us the presentational style that we wanted so we can proudly take out our mission, of providing funding that enables lives to be transformed, to ever wider audiences.