Taylor Wimpey - Cubiquity Media

BUILDING HOUSES. RE-BUILDING A BRAND.

Conception

British residential developer Taylor Wimpey recognised that their master brand had become diluted and disjointed, as a result of its being managed independently by each of their 23 regional offices. Furthermore, its existing visual identity failed to address the marketing needs of the more prestigious developments on offer.

With this in mind, head office invited us to find a way to take back control of the creative intent, reunify their many offices and reinvigorate the brand across all platforms.

Creation

Our first objective was to perform a comprehensive review of every line item in the marketing armoury, stripping away anything dated or non-representative of the new brand vision. We then set about cementing the rules behind every unique piece of collateral, starting with the logo, colour palette and overall look and feel, then implementing these guidelines across two distinct styles of marketing collateral (mid-band and prestigious), digital communications and on-site branding. Tight control and organisation was top of the agenda, especially as we were working on behalf of six partner agencies from across the breadth of the country. We needed to build a brand that captured the creative vision and set out strict guidelines for use, but also provided those partner agencies with a level of freedom to express themselves individually. We added a sense of warmth across the brand, through a blend of colour, language, uniquely designed wallpapers and engaging lifestyle photography. Every form of brand communications was refreshed, from templated brochures, hoardings and signage through to marketing suites and entire regional offices.

Culmination

Our ‘House to Home’ folder is just one example of the power and ingenuity of the overall brand exercise, and a symbol for how the brand has evolved. A beautiful document toolkit that adds value to the overall Taylor Wimpey customer experience through personal, pleasing touches, it features everything from free moving box stickers and feedback postcards, to handy packing tips and pockets for white goods guarantees. We continue to evolve the brand alongside the other partner agencies, working harmoniously with them to shape a bright, unified future for Taylor Wimpey.

Every form of brand communications was refreshed, from templated brochures, hoardings and signage through to marketing suites and entire regional offices.