Hillcrest’s tenants and support service users have shaped a completely new look for Hillcrest, which was rolled out across all of the organisation’s companies this week.

The colourful new brand, along with a number of company name changes was the result of a number of key points raised by those who use Hillcrest’s services every day.

Tenants and service users stated that the company names were felt to have little relevance, while another common view expressed that the previous brand appeared quite corporate and dated.

Further feedback also expressed that Hillcrest’s various companies offering homes, maintenance, and support could benefit from being visually tied closer together, as many didn’t realise they were all under the same company.

Based on this feedback and working with creative design agency Flock Creative, the rebrand, which was a year in the making set out to give Hillcrest a more vibrant, streamlined and easier to understand image.

As well as a completely new visual look and feel, Hillcrest’s companies have had a logo refresh, with all of them now carrying a consistent appearance in order to make it clearer the companies are all connected.

Hillcrest Housing Association has now become Hillcrest Homes, Gowrie Care has now become Hillcrest Futures and Hillcrest Maintenance Service has been simplified to Hillcrest Maintenance.

The refreshed line up also joins a brand new venture, Launched on the 1^st of April this year. Hillcrest Enterprises was born through a merger between the former Northern Housing Company and Hillcrest Enterprises Limited.

The new company has already hit the ground running with a fresh look, new ideas and new offerings in the private rent market while building on Northern Housing Company’s offering of mid-market rent properties.

Hillcrest chief executive Angela Linton said: “Our rebrand, which has been the culmination of almost a year of hard work by our staff and external consultants marks an exciting time for us at Hillcrest. These are big changes coming in, but as a company we are always eager to stay ahead of the curve and developing our offering.”

“This new brand has been built from extensive feedback from everyone involved with Hillcrest – our tenants, service-users and of course our staff, and we hope our vibrant new look will help carry us even further on our upwards trajectory.”