Bracknell Forest Homes has changed its name to reflect an expanded area of operation and to create a fresh new era and brand identity that echo its long term aims and objectives.
The new name is Silva Homes, which is effective from Friday July 6.
We have changed our name and reimagined our brand because as an organisation we are evolving. We will remain dedicated to our customers, partners and communities as we develop our new strategy and modernise our business, building on the solid foundations we have established over the last decade.
Alan Ward, Chief Executive, said: “We are delighted to announce the association's new name will be Silva Homes and will mark a new era for the organisation.
“A rebrand gives us a really good opportunity to launch our new strategy and move into the next 10 years with a fresh outlook. We have been successful during our first 10 years, and we remain committed and look forward to continuing to work with customers and stakeholders as Silva Homes in the future.
“There has been a clear appetite amongst our staff, customers and stakeholders for a change of name to encompass our broader operating area and aspirations as a corporate, contemporary business. We held a series of workshops with staff, customers and stakeholders for feedback and to understand perceptions for the association, which the board considered and incorporated into the new brand. Silva – which is Latin for forest – is short, sleek and less geographic but has a nod to our heritage sense of pride in our origins and what we have achieved over our first 10 years, so it reflects the brief.”
The association was established 10 years ago following the transfer of housing stock from Bracknell Forest Council. It has a proven track record of providing high quality, affordable homes across Bracknell Forest and has recently provided more new homes in Hampshire and Oxfordshire.
Information has been sent to customers and partners.
- Customers' rents and rights are not affected. You should continue to make payments and report repairs as you have done previously – if you have a direct debit to pay rent, you don’t need to do anything. If you pay rent by cheque, please make it payable to Silva Homes Ltd, though for a short time cheques payable to Bracknell Forest Homes Ltd will still be accepted
- Our address remains the same (full address at the bottom of page 1). This is the address you should continue to use for the service of any notices
- Our website address will change to www.silvahomes.co.uk and our main email address will be email@example.com though emails to Bracknell Forest Homes will still come through for a short period
- Any references to Bracknell Forest Homes in any legal documents (such as tenancy agreements or leases) will be superseded by Silva Homes. This does not affect any other terms or conditions and you do not need to do anything.
What happens next
Over the coming weeks and months, you will start to see the new name on our vehicles, uniform, website, identity badges and signage. We plan to keep this as cost effective as possible. You will see the Silva logo more and more. Please take note of the new logo as it will be on the identity badges carried by our colleagues when they come to your home.
Sometimes it feels right to make some changes, to apply a fresh coat of paint, to look to the future with renewed vigour.
We will remain a not-for-profit housing association registered under the Co-operative and Community Benefit Societies Act 2014. It does not mean we are changing the type of business.
It was clear from focus groups with involved customers and staff, and other feedback, that there is an appetite to change the name of the business, primarily to reduce the common confusion with Bracknell Forest Council. The feedback from the focus groups showed a desire to modernise - a new corporate, contemporary and short name, which is less geographic to also support our aim to provide more new homes. There was a sense of pride in our origins and what we have achieved over our first 10 years.
This is a brand and name change and it will have no impact on our charitable status, nor on our role as a registered provider with the Regulator for Social Housing.