Muse is competing at a larger, national level following a rebrand which grew its reputation for Social Impact and led to a new partnership to deliver sustainable homes across the UK.
Despite being a major-player in regeneration, Muse lacked cut-through with Local Authorities and embarked on a rebrand to improve visibility in a crowded B2B market.
Undertaken in 2022 by Smiling Wolf, the design transformation spanned brand strategy, visual identity, website, digital toolkits, content design, film and photography. Repositioning the regeneration developer as a credible placemaker, the rebrand introduced a clearer brand narrative rooted in authentic human stories and regional pride, delivering cohesion and relatability to every touchpoint.
From web to pitch, the new identity and digital platforms unlocked commercial potential, redefining Muse’s role in the property sector and helping increase web traffic by 2,000%. Brand perception has been transformed and between 2023 and 2025, Muse’s development pipeline more than doubled from £1.8billion to £4.1billion.
