A people-focused merger launch for Housing Plus Group.
Housing Plus Group and The Wrekin Housing Association were merging to form a single, stronger organisation across Staffordshire, Shropshire, Telford and Wrekin. With the merger set to go live in early January 2025, the communications team needed a way to unite internal audiences and introduce the change in a warm, human way — acknowledging different cultures, expectations, and concerns. The solution needed to blend empathy with clarity and provide a memorable experience for every colleague.
The brief (in brief)
Housing Plus Group and The Wrekin Housing Association were merging to form a single, stronger organisation across Staffordshire, Shropshire, Telford and Wrekin. With the merger set to go live in early January 2025, the communications team needed a way to unite internal audiences and introduce the change in a warm, human way — acknowledging different cultures, expectations, and concerns. The solution needed to blend empathy with clarity and provide a memorable experience for every colleague.
Our approach.
Working closely with the Group’s communications team and building on existing designs, we crafted a personalised direct mail campaign, designed to arrive between Christmas and New Year, when colleagues would have the time and space to engage. Each pack was tailored to the individual and designed to feel like a gift rather than an announcement. The box included branded, sustainable items, a message from the CEO, and an invite to an all-staff virtual event. The result: a perfect fusion of physical and digital that created emotional connection and a sense of shared excitement.
The important stuff.
We helped them deliver a personalised, people-first campaign that landed at just the right moment — creating buzz, excitement and connection ahead of the new chapter.
new group identity seamlessly represented with a blend of print & digital
personalised packs mailed to colleagues across regions
branded items per pack, including notepads and eco-friendly merchandise
Colleagues shared photos of their packs on social media, sparking conversation and anticipation for the year ahead. By investing in personalised, tactile communication, the Group started its new chapter on a note of unity, positivity and pride.
This wasn’t just a rebrand, it was a merger of two cultures. That’s why we focused on colleague connection. From tone of voice to tactile experiences, every part of the pack was crafted to reflect care, personality and shared purpose. It showed that people weren’t just being told about the change, they were part of it.
“Creative, professional and always up for the challenge we have worked with the team at Resource to deliver diverse projects for our customers for a number of years. Whether we’re landing important customer messaging or helping make our people feel connected to the organisation Resource have helped deliver on our aims and objectives. Working closely over time has helped us maintain brand standards while introducing disruptive approaches. Thank you Resource.”
Edward Thomas
Director of Communications, Marketing and Public Affairs, Housing Plus Group