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Midland Heart -
Making What Matters Brilliant




Brand Guidelines



Midland Heart are a Midlands based housing  association, delivering homes and services across the Midlands that help people live independently. They own and manage 34,000 high quality, safe and affordable homes and provide excellent services to over 70,000 customers. 

Designed to coincide with the launch of Midland Heart’s corporate plan, ‘Making What Matters Brilliant’ is aimed at employees. It started with a campaign logo,  overall look and feel and set of icons for their corporate plan document which then flowed through to the walls of their head office in Birmingham, printed giveaways and branded merchandise.

What I enjoy about working with Be Smart is that they challenge us to think differently and have developed great creative ideas as well as making fresh recommendations to support our overall brand identity. The team is great to work with, very approachable and always able to sort things out quickly for me.

Kirsty Wayness, Head of Employee Engagement & Brand



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