Home in Place is one of Australia’s largest non-government social housing providers, with nearly 40 years of experience in providing secure and affordable housing and delivering housing products for disadvantaged people who have difficulties sourcing adequate housing. Formerly known as Compass Housing Services, the organisation embarked on a comprehensive rebranding journey in 2021-2022 to better reflect its diversified portfolio and expanding interests both within Australia and internationally.

Since its establishment in 1985 as Newmacq Community Housing, the organisation has undergone significant growth and development, expanding its operations across various regions in Australia and even venturing into New Zealand. Key milestones include establishing operations in new areas like Broken Hill and the Central Coast and participating in international initiatives like the UN-Habitat All Conference. In 2022, the organisation rebranded itself as Home in Place to better align its identity with its vision of providing appropriate, affordable housing while fostering sustainable communities.

The rebranding process involved meticulous planning and execution. A creative agency was engaged to assist in developing a new name, followed by creating brand positioning strategies through workshops and presentations. The chosen name, Home in Place, encapsulates the organisation’s vision of creating a sense of belonging and community for its tenants. A comprehensive brand manual was developed to ensure consistency in brand representation across all platforms.

A multidisciplinary workgroup was established to oversee the rebranding project, with clear objectives, milestones, and success measures defined. Communication plans were devised to inform stakeholders, including tenants, staff, and external partners, about the rebrand and its significance. Staff engagement initiatives, including video messages and FAQs, were implemented to ensure understanding and support for the new brand.

The implementation phase involved various activities, including changing signage, uniforms, and digital platforms to reflect the new brand identity. Despite encountering legal and logistical constraints, the project team successfully completed the rebranding process within the stipulated timeline.

The rebranding to Home in Place yielded positive outcomes across various metrics. Surveys conducted post-rebrand indicated high levels of employee understanding and support for the new brand, with over 80% of employees endorsing the change straight away. External promotion efforts, including the launch of a new website and social media campaigns, resulted in significant organic growth and engagement. The Home in Place brand successfully differentiated the organisation from other housing providers and reinforced its commitment to community-driven initiatives.

The rebranding from Compass Housing Services to Home in Place was a strategic initiative that effectively communicated the organisation’s evolving identity and aspirations. By aligning its brand with its vision that all people have appropriate and affordable housing and are engaged in sustainable communities, Home in Place has positioned itself as a leader in the community housing sector. With strong stakeholder support and tangible outcomes, the rebranding project exemplifies Home in Place’s dedication to innovation and excellence in service delivery. 

For information about Home in Place, visit homeinplace.org