Northern Edge was a consortium of housing associations, working to change the way affordable housing was funded and constructed, and create contemporary developments with a community feel. They were winners in the ODPM's 60k housing competition, and working with Urban Salon Architects designed and developed 3 different steel frame house types, each exemplary in their environmental performance. We created an identity for them that would connect with their intended market of low-income first time buyers as well as eco-aware young professionals, using bold, simple and colourful graphics to demystify the house buying process and make it more approachable and attainable.