Flagship housing commissions NUCA student's visual strategy

Flagship Housing Group has launched a new pictorial strategy, thanks to a partnership project with the Norwich University College of the Arts' creative consultancy ideas factory@NUCA. The large format visual, originally named 'Community Spirit', and now simply known by Flagship as 'our strategy', takes pride of place in the main reception area of Flagship's headquarters and in the various hub offices and schemes across the region.

Flagship Housing Group's 'Our Strategy', designed by NUCA Graphic Communication student Max Little

Flagship first approached ideas factory@NUCA back in July 2011 with a brief to create a clear and simple way of explaining their business strategy to staff, customers and key stakeholders through visual graphics. The visual had to be easy to understand, aligned to the Flagship brand values, striking and visually appealing, whilst respecting the brand identity guidelines. Key corporate messages such as the mission, vision and values and key objectives were also to be included.

"Our strategy underpins everything we do at Flagship and we were keen for our strategic aspirations to be more than just words on a page," says Flagship's Head of Marketing and Communication Paula Armenis. "A series of internal workshops and feedback from customers had provided us with lots of good ideas, and formed the basis of our creative brief. We knew that by engaging with ideas factory@NUCA, we could draw on a wealth of local and creative talent and so the brief to communicate 'places where people want to live' was set for academics and students to work on together. We weren't disappointed."

Four creative visuals were presented to Flagship's board of directors by the students and NUCA's business director, Ed Walker. Two routes were chosen for further development and final year BA Graphic Communication student Max Little's design was the board's final choice.

The winning design features a visual of a community centred round a green with allotments and a boating lake. The illustrative style is simple and friendly and the type is incorporated into various elements of the community where roads would feature, as well as in the clouds. Flagship's headquarters sits in the centre, with a local Flagship presence at the heart of the community. The visual incorporates sustainable building features which represent a green future for the business.

Successful student Max said: "I wanted to create an inviting and friendly image that represents a typical Flagship community, whilst at the same time, clearly communicating their key messages and values regarding customer service and performance."

Paula Armenis adds: "We were delighted that Max's design caught the imagination of staff and board alike. We later found out that Max himself is a Flagship customer, which is a real bonus as he was able to bring a customer perspective to the brief."

Ed Walker, NUCA Business Director, commented on the project: "Our recent work with Flagship has been a model project for ideas factory@NUCA. The whole team of academics, support staff and students worked exceptionally hard in response to the creative brief. Max's route was chosen as the overall winner by the client, but all four routes answered the brief, making it a difficult decision. Max has shown great maturity and gained invaluable experience while producing a great piece of work for his portfolio and for a very happy client."

Plans are now underway to embed 'Our strategy' into the Flagship culture, using the image as an aid for learning and communication.