The Drum Recommends: Commended - Branding and website: The New Homes Group by Thinking Juice
The Drum Recommends: Commended is highlighting Thinking Juice who helped re-brand New Homes Group.
In this series, we explore the finest work created by The Drum Recommended agencies. We will highlight top case studies to guide and inspire you in your journey to select a new agency relationship.
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This case study and other interesting content can be found on Thinking Juice's profile on The Drum Recommends.
The Background
The New Homes Group, the UK’s leading new homes mortgage specialist, required a new brand identity more aligned to its front-running status. They also had several sub-brands that needed to be closer aligned to the parent group.
Once this was established, we had to effectively role it out across their multiple media channels, from printed brochures to digital, as well as re-design and build their website.
The Work
When developing the new identity, we considered the brand’s extensive experience and history, while ensuring it was contemporary, premium and reflective of its forward-thinking approach. We were also mindful that it had to appeal to customers at all levels on the housing spectrum, from £100K properties to those in excess of £1M.
Following several rounds of creative development, the final new brand look and feel was exactly what they needed to reinforce their number one position in the new homes mortgage industry. It also united the sub-brands under the group, while ensuring they retained their own individuality.
We expanded the identity into a comprehensive brand guidelines document and updated the tone of voice, giving greater consistency across the group, both visually and tonally. Since then, we’ve re-designed and built the group website, and are continuing to roll-out the sites for the sub-brands too. Further to that, we’ve created multiple print and digital comms using the new branding.
The Results
It’s too early to give specific results, but the client was extremely happy with what we’d developed and created.
Gaynor Hookings, Group Marketing Director, said: ‘We wanted to thank you for all the hard work, commitment and dedication in producing the final result with the rebranding exercise. We have received so many positive comments and feedback from staff and clients already, including a complimentary email from Stephen Shipperley, our Chairman: “Had a quick scan of both sites and very impressive they are; professional, friendly, informative and upbeat. Well done.”.’
Nick Spaull, CEO, further commented: ‘I am very proud of the finished result. A huge investment but I believe it captures the professional image of a market-leading company, trusted and very well respected by the industry and its customers. This can only help to place us in an even better position for years ahead.’