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A new corporate identity for a new Croudace era

The Croudace brand has maintained a strong presence in housebuilding for over 75 years. As we look ahead to the next 75 years, we have realigned our corporate identity to reflect our more sustainable approach to housebuilding and to connect with today’s discerning homebuyers.

Introducing a new logo and corporate colours

In September 2022, the Croudace Group debuted its new logo across existing websites, communications, site signage and marketing collateral. Our objective was to build on our brand recognition and retain some of the fundamentals of the original design, yet move the narrative in a more modern direction. The new logo is fresh and ‘classic contemporary’ in design and will remain relevant over time.

We chose teal as the defining colour as it represents balance, stability, optimism and knowledge – all qualities found within the Croudace Group. In the future, all our developments will follow the more contemporary lines of our new branding, with teal becoming the predominant shade.

Past, present and future combined

The importance of a ‘classic contemporary’ logo is keenly felt within the Croudace Group. We enjoy an enviable continuity within the industry - Caspar Brotherton, our current Non-Executive Chairman, is the grandson of our founder and the third generation of the family to sit at the helm. His appointment to this role in 2020, and the recent succession in our executive team, underpin our aspiration and capability to take the business further.

In terms of strategy, the Croudace Group is committed to evolving and future-proofing the business, with the new logo representing an in-house step change that goes beyond aesthetics. Three years ago, the senior leadership team set out its ‘Big Aims 2024’ - a set of pledges that focus the company on customer service, all-round resilience, quality and volume.

“Our new corporate identity marks the beginning of another era in Croudace’s long history,” says Group Chief Executive, Russell Denness, “we will draw upon 75 years of experience to meet the varied challenges that lie before us, whilst ensuring that at all times we are providing our customers with comfortable, well-designed homes, set in well-laid-out, green and pleasant estates”.

Revised approaches to housebuilding

Working towards becoming a carbon net-zero operation is high on our agenda and we have committed to the work of the Future Homes Hub; namely to ensure:

  • high-quality homes that are zero carbon ready and sustainable by 2025
  • the creation of places and developments that are consistently low carbon, nature rich, resilient, healthy and well designed by 2025
  • production methods that are net zero and sustainable by 2050, with interim targets for 2025 and 2030
  • a business managed with the objective to be net zero by 2050, with a 50% reduction by 2030

A head start on sustainability

The Croudace Group has already adopted a ‘fabric-first’ approach to construction, to meet the revised Part L of the Building Regulations. Higher standards of insulation, the greater use of photovoltaics and electric vehicle charging points are now standard practice, and we are committed to elevating our sustainable credentials further still.

Our pilot project in Didcot, Oxfordshire, is a test bed for future energy-efficient innovations. We are constructing ten new homes that incorporate even higher levels of fabric efficiency, mechanical heat recovery ventilation systems, low water use devices and the use of electric air source heat pumps.

The Didcot project represents a significant investment in research and development, and the knowledge and experience gained will prove invaluable in guiding our future product range. It also substantiates our pledge to build high-quality ‘future-proof’ homes with outstanding architectural design and placemaking.

Further still, the Croudace Group has established a set of operational targets and associated metrics aligned to the United Nations Sustainability Development Goals. These include:-

  • providing for a 10% improvement in Biodiversity Net Gain on all sites by the end of 2023
  • complying with the Building for Healthy Life Standard on all new schemes
  • eliminating single-use plastics and reducing the amount of waste sent to landfill
  • achieving carbon net-zero operational emissions by 2030

A new home for the homebuilders

While the launch of our new corporate identity outwardly embodies future aims and objectives, it also celebrates substantial growth within the Croudace Group. Caspar Brotherton officially opened our new North Thames office in Letchworth on 20th September 2022, in the presence of shareholders and staff.

The stunning new building, designed by our in-house RIBA architects, reflects the Neo-Georgian style of several buildings within the town and, along with our existing Caterham premises, displays our redesigned logo and new company colours.

Land partners required

With ambitious targets to increase volumes, the Croudace Group is actively seeking to extend its land supply. With the backing of our shareholders, our solid record of accomplishment in planning, an expert Land team and beneficial relationships with local authorities, we are in a strong and stable position to embark upon the next 75 years of housebuilding.