The HYELM team at Lucre

HYELM, a not-for-profit landlord seeking to address the shortage of affordable housing for young people working in London, has appointed The Lucre Group to handle its PR and communications. The news strengthens the search-savvy agency’s Home and Lifestyle division, which already encompasses work with leading household names such as Berkeley Homes and Mira Showers.

Having recently undergone a major rebrand lead by B1 Creative, HYELM has tasked The Lucre Group with an extensive internal and external communications brief to highlight the unique housing offering the charity provides for those starting their careers in London, many of whom are key workers.

The Lucre Group will work in partnership with B1 Creative to deliver the two-year programme, initially focusing on HYELM’s flagship Old Street site.

Simon Wright, Director of Operations, HYELM, said:
“From the outset it was clear that the Lucre team understood the challenges we face and we were impressed with their approach which demonstrated both creativity and smart thinking. Lucre will play a vital role, alongside the team at B1 Creative, in ensuring that we communicate clearly and effectively with our stakeholders including residents and media, as well as implementing the best strategies for future growth, including supporting the launch of a Colindale scheme.”


Rhona Templer, Managing Director, The Lucre Group, added:
“We’re thrilled to have been chosen as the trusted PR partner for this impressive organisation. It’s essential that HYELM’s mission, to provide affordable housing for young Londoners, is successful and we’re looking forward to working with B1 Creative to help HYELM work even more effectively with all stakeholders and build the brand’s awareness.”

Sally Bell, Director, B1 Creative, stated:
“HYELM has been housing young people of limited means, and our much needed key workers, in London for generations. Over the last year B1 Creative has worked closely with HYELM to re-develop their brand, enhancing their presence in our current modern and technologically connected society. We are delighted to continue our work with them, and look forward to working with Lucre to raise awareness of the great work they do. This new partnership will allow HYELM to reach more people and help house the future of London for generations to come.”