Welcome to Citizen

We’re delighted to announce the new name for WM Housing Group –Citizen!

For the past year, Public Life has been working with staff and stakeholders to support them with a full brand refresh, including finding a new name.

WM Housing is one of the biggest housing associations in the Midlands, a merged federation of smaller associations, including Whitefriars, West Mercia and Family Optima.

These multiple brands have meant the organisation is not as well known as it could be. At the same time, the group has been undertaking a major internal change and service improvement programme, which has moved the organisation towards a single operating model, with more closely integrated systems and standards. So finding a new name was the logical step.

Crucially, the leadership team also wanted to be recognised as a purpose-driven organisation, which values and celebrates its customers and provided homes as a foundation for life.

Public Life supported the organisation through a detailed naming process and Citizen was the clear favourite. Stakeholders felt it perfectly captures their social purpose:

Being a citizen is a hugely important concept for us. It means being part of society, having a stake, having rights and responsibilities and being respected. There are some fundamental challenges people in our communities face and we want to support them to deal with these. More than just a home, we want to provide a foundation for life.

– the WM Housing / Citizen team

Public Life has extensive experience of the social housing sector, having worked with some of the country’s leading housing associations, including Guinness Partnership and L&Q.

For more about Citizen, please take a look at their Public Life designed brand launch microsite and you can also take a look at our case study.