Goal
With sales growing stagnant, Fort Saskatchewan home builder Landover Homes sought upgrades to its company image to better match the level of quality and sophistication displayed in the small number of custom homes they carefully design and construct each year.
Situational Analysis
Unique to the area, men make the majority of household and purchasing decisions within Fort Saskatchewan – a city shaped by oil & gas and big boys with big personalities and even bigger toys. Meanwhile, with brand story showcasing not always a priority in the greater Edmonton area, pathways to market remain largely undefined with no clear leaders claiming the various mantles of home types (ie, from starter to premier). With all things seeming equal, how is a buyer to choose without having to investigate every single option…?
Unfussy Recommendations
Any builder can spark imagination when promising the notion of a “dream” home, but Landover Homes urges customers to dream better. Unlike big volume builders, when a customer chooses Landover, they’ve chosen to build up to something even bigger.
Regardless of age or profession, family size or downtime preferences, life is a series of truly defining moments, and homeowners deserve it all – the big toys and the big joys, and a custom home carefully constructed to hold each and every one of them.
This was the sentiment driving the Landover Homes rebrand. The lifestyle offered by a homebuilder of this caliber demands a brand story as compelling and unique as all of us. We’re all different from everyone else – with essential priorities, tastes and loves exclusively and distinctly ours. We are all extraordinary. Why should our home be any less? Why should the place we choose to hold the very heart of our families be indistinguishable from a thousand other places?
New marketing and creative campaigns asks new home buyers to sit down and stand out with Landover Homes in order to find their ideal place in life and experience the redefinition of high quality living. At Landover Homes, they don’t just build dream homes… they build unique reflections of us all – original, remarkable and rich with character. These are truly custom homes for the truly custom.
Output
- Strategic Direction and Corporate Brand development
- Messaging Platform development
- Visual Identity (logo) system creation
- Targeted advertising and marketing communications campaign conceptual development, design, and production
- Marketing collateral design and development
- Social Media content creation
- Signage design and production
- Brand Standards (Playbook) / visual identity guidelines development
- Website design and development
The brand initiative and ongoing marketing campaign development was fed by extensive internal and external research, including key stakeholder workshops, and SWOT and discovery sessions.
Outcomes
Within a short timeframe, Landover Homes was able to successfully claim the mantle of Fort Saskatchewan and area’s premier custom home builder with homes to strive for vs simply homes to choose from…
