A better way to brand
Our journey with premium home builder Redrow began two and half years ago when we were tasked to work on campaigns for a number of its sub products. Redrow designs its homes with character, using only quality fixtures and fittings, and with spacious open plan living as a key feature. But it doesn’t stop there. They also develop thriving communities by putting people at the heart of everything they do.
Our journey with premium home builder Redrow began two and half years ago when we were tasked to work on campaigns for a number of its sub products. Redrow designs its homes with character, using only quality fixtures and fittings, and with spacious open plan living as a key feature. But it doesn’t stop there. They also develop thriving communities by putting people at the heart of everything they do.
Whilst the homes Redrow sells and the service they provide is premium, its brand, which was overcomplicated, wasn’t quite matching the products. disjointed and a little confusing.
We knew Redrow needed to take a step back, before it could move forward.
As the client and agency relationship developed, an appetite to look at the brand grew within Redrow internally and we were given the opportunity to audit the brand in full and make recommendations on ways to take this great British heritage brand forward.
The Insight
We kicked things off with an in-depth brand and customer landscape audit. We looked at every aspect of the Redrow brand and all the customer touch points. We conducted development site visits in London, Midlands, Yorkshire as well as more locally in the North West. We also did a mystery shopper exercise with Redrow customers and some competitor analysis.
What we found were inconsistent styles overcomplicated by too many components. As well as a brand which was missing a cohesive, engaging brand personality and an emotive tone of voice.
The brand was led by individual product identities which often overshadowed the central Redrow brand, our recommendation was to start, and lead with, the core brand itself. This would allow for a cohesive brand aligned with the high-quality, premium homes Redrow is known for.
The Idea
The brand re-fresh was built around the concept that Redrow doesn’t just sell homes, they sell a lifestyle.
This led to developing a brand around their core strapline – A Better Way to Live, a bold statement which almost reads as a call to action. Allowing Redrow to be more emotive and engaging with its tone of voice.
When it came to the visuals, instead of adding on, we stripped back, taking a less is more approach.
We removed all sub product brand styles and brought Redrow to the fore. We introduced a stripped back colour palette of red, white, off-white and grey as well as a subtle brand pattern, which took its cues from the Arts & Crafts movement. We simplified the typeface, using one font family throughout.
The result was a more understated but confident brand. One that didn’t need to describe itself as Redrow Homes. All it needed to say was, Redrow.
The Delivery
The refreshed brand and tone of voice was first introduced through Redrow’s national TV campaign, which launched on digital channels in August 2020 and on Channel 4 in December 2020.
You can read more about that here:
It was then rolled out as a trial in Redrow’s De Clare development in Wales. De Clare launched a new-look sales centre, a requirement during 2020 and the Covid-19 pandemic but also an opportunity which allowed Redrow to trial a more modern and digital-first sales approach.
The refreshed brand assets are now being rolled out within all new Redrow developments, sales centres and show homes and on promotional literature, as well as across all digital touch points and social media.
This digital focus means that Redrow is perfectly placed for future marketing, leaving the door open for future-proofed technology and new and exciting ways of selling its premium homes to its customers.
