How do you
want to live?

The brief

We were asked by the Group to develop a brand for its newly formed private residential sales company. The brief was to reflect the Group’s core values whilst bringing a spirit of aspiration to the brand for those in the ownership market.

Positioning strategy

A central theme of the strategy was creating a dialogue between the house buying customer and the Thirteen Homes team. The client’s purpose – to be a builder of communities, not just new housing developments – also played a big part in our brand development thoughts.

Thirteen Homes is
growing places

We developed a modification of the existing Thirteen Group logo, to ensure it sat easily alongside the Group brand and offer. To this we added the growing places positioning line.

This line works well with the newness of the client’s private residential offer, whilst also pointing to its core purpose of placemaking and community building and the fact that it has big ambitions to grow as a company.

Campaign strategy

The launch campaign strategy focused on creating conversations and asking questions. The Aim was to create a a sense that the developer is listening to the needs of its customers, and by doing so improving not only the housing stock but also the relationships involved. A series of open-ended questions were developed that played a key role in the launch of the campaign materials.

Copywriting

We started by asking questions – the questions customers ask themselves when buying a new home, and the questions a business asks itself when looking to develop and grow.

Digital

Our proposal for the Thirteen Homes website was based around the question “How do you like to live?”

This allowed us to create a personalised browsing experience that helped people find what they want, rather than just showing them what is on offer.

We also proposed a “Community Hub” – a web-based app which would allow home buyers to get key updates on their build, find out more information about the local area and engage with other residents to help foster a sense of community.