HMO X
Creating a confident, future-facing brand for HMO X
Brief
22Group was commissioned to bring the HMO X brand to life—a new business launched by established professionals in the house in multiple occupation (HMO) investment space. Referred to us by one of our long-standing clients, the project called for a bold and modern identity that would position HMO X as the leading destination for expert guidance, support, and services across the HMO investment journey.
The Challenge
HMO X had a clear mission but a broad audience—from aspiring landlords to long-term investors optimising their portfolios. The brand needed to speak confidently to each of these groups without losing cohesion or clarity. We also had to meet the expectations of several key stakeholders and create an identity with longevity, flexibility, and standout appeal.
Our Process
Through a collaborative workshop in our Manchester office, we worked closely with the HMO X team to fully understand their objectives, audiences, and values. We defined brand personas and mapped key user journeys across different investor types—ensuring the messaging would feel relevant, inclusive, and expertly guided.
We developed a bold, minimal visual identity using black, white and teal, supported by a tone of voice that’s knowledgeable yet approachable. The result is a confident brand that captures the ambition and clarity HMO X brings to the investment community.
The outcome
HMO X now has a strong, cohesive brand that positions it as the UK’s only nationwide HMO community offering a complete ecosystem of support. The visual identity is clean and contemporary, the messaging is expert and inclusive, and the overall brand is ready to grow with its audience. From day one, the brand has helped HMO X build trust, spark engagement, and inspire investors at every stage of their journey.
Client feedback
“22Group took the time to really get to know our vision and goals. The in-person workshop gave us space to explore ideas together, and the team’s approach felt thoughtful and collaborative throughout. The brand identity is exactly what we hoped for—confident, fresh, and built to last.”
HMO X Team
We'd love to work with you.
We can help ambitious brands stand out and earn more with our websites and branding. Discuss a project with one of our specialists today!
Destruction AllStars™ ©2021-2023 Sony Interactive Entertainment Europe. Published by Sony Interactive Entertainment Europe Limited. Developed by Lucid Games Limited. “DESTRUCTION ALLSTARS” is a registered trademark or trademark of Sony Interactive Entertainment LLC. All rights reserved.
Manchester
0333 242 0647
enquiries@22group.co.uk
26 Dale Street, Manchester, M1 1FY
Find us on Google Maps
London
0333 242 0647
enquiries@22group.co.uk
326 City Road, London, EC1V 2PT
Find us on Google Maps
Our partners
22 Group is the umbrella company for creative work. Check out our specialised branches for work in the property and finance sectors: Property Stream | Finance Stream
Copyright © 22 Group Ltd. 2025. All rights reserved.