A fresh take on tenant engagement with North Star.
When North Star Housing Group asked us to review their customer newsletter, we saw an exciting opportunity to bring their tenant community directly into the design process.
The brief (in brief).
North Star Housing Group wanted to understand how well their regular tenant newsletter was landing. The aim was to make sure it stayed relevant, engaging, and genuinely useful for their diverse resident community. They needed clarity on how tenants perceived their existing communications, where the content and design could be improved, and how any changes could better reflect the needs of a wide and varied audience. First impressions also mattered, they were keen to make the carrier sheet more impactful from the moment it hit someone’s doorstep.
Our approach.
We started by listening. Through a series of consultation sessions, tenants shared what they valued, what they felt was missing, and how the newsletter could better reflect their needs. Their input shaped every design decision. With those insights in hand, we developed a set of modern, engaging layouts that brought North Star’s personality to life, while focusing on the content residents actually wanted to see.
The important stuff.
This was more than a redesign, it was about strengthening the connection between North Star and its tenants. By combining thoughtful consultation with purposeful design, we turned a routine newsletter into a meaningful touchpoint that puts residents at the heart of the conversation.
said they were more likely to read newsletters that felt more “personally relevant”
felt the previous design lacked visual interest
distinct layout templates created to keep content fresh and dynamic
increase in open rates driven by new hyper-personalised carrier sheet design
Knowing how important first impressions are, we reimagined the carrier sheet too, making it more dynamic by pulling out key content from the newsletter and adding it to the carrier – leading to a more engaging and interactive output… culminating in an increase in open rates of over 30%.
“The new design not only looks fantastic, but is packed with all the features that our tenants love. Another great job from our team at Resource.”
Peter Locke
Head of Communities, North Star Housing Group