From Firefighting to Storytelling: How Thirteen Group Found Its Voice

Our collaboration with Thirteen Group illustrates how a modern brand can meet the new challenges felt by Housing Associations. Thirteen Group needed a messaging framework that balanced the need for positivity with the reality of service delivery. They required a system that provided quality and pace to address urgent issues while meeting 2026 regulations.

Our collaboration with Thirteen Group began with a deep discovery phase to understand the gap between their current brand and their social mission. We conducted guided conversations with a wide range of stakeholders, including the CEO, culture working groups and involved customer groups.

This method was deliberately flexible to go deeper than rigid interview questions. The findings were candid: everyone agreed on the need for a simple, bold, practical and caring identity that removed complications and remained relevant to the audience.

The resulting brand guidelines simplify the identity of Thirteen Group to keep communications consistent and accessible.

One key element is the We/You body copy structure. In this framework, the We part explains the motivations and beliefs of the organisation, while the You part gives the reader clear instructions or requests. This structure helps Thirteen Group clearly own its decisions and actions.

Furthermore, the guidelines emphasise the use of Atkinson Hyperlegible as the primary font. Developed specifically to increase legibility for readers with low vision, this choice reflects a commitment to accessibility and comprehension. This is supported by a speech bubble graphic device built around the idea of a conversation. This framework enables the delivery of information in a clear and distinctive way.

As the sector moves forward, the housing associations that thrive will be those that view communication as a relational core. By building tools for more transparent communication, associations can shift public thinking about housing from a market commodity to a fundamental human right. Strategic branding, as seen with Thirteen Group, provides the necessary tools to navigate these regulatory complexities and build safe, resilient communities.

Meet us at the Housing Event in Manchester on 23 June 2026 to discuss how your organisation can make this transition.