Building a brick-solid brand identity
The Challenge
Adding character to an existing property
Kier Living is the only consumer-facing business within the Kier Group – but its brand guidelines lacked personality. We needed to develop a fresh new identity that stood out from the competition, within the constraints of the Kier brand.
Making customers feel at home
We imagined a greater brand promise for Kier Living, which customers would no longer perceive as a large-scale corporate housebuilder, but instead a brand where customers could feel ‘right at home’. We developed brand guidelines, including a photography style, tone of voice and a complete signage overhaul.
In addition, we launched Kier’s national summer campaign, encouraging people to move in before summer to hit June sales targets. The campaign concept focused on ‘Moving Monsters’, bringing to life the common fears and worries of moving to a new house – and presenting Kier Living’s part exchange programme as a solution.
The Impact
We laid a firm foundation
The national summer campaign led to a nearly 70% increase in new users to the Kier Living website, with over 30,000 hits to the part exchange landing page.
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