Case Study. Carrington Homes
How to stand out in an overcrowded market.
Carrington Homes, a community development company located in Edwardsville, IL approached us with a logo and a collection of old marketing collateral. After research and consulting, we recommended a rebrand based on two things most home building company's marketing materials rarely are: relatable and humorous.
When we're working with a client who is in a saturated field, we strive to find that special thing that makes them better than their competition. For Carrington Homes, it was the quality of their homes and the service they provided not just before the sale, but afterwards.
Once we knew our area of focus, we threw in an element of irreverence not usually seen or expected in this market. By giving Carrington Homes a relatable and witty demeanor, consumers really fell in love with the personality.
Driving through a Carrington Homes development, future home-owners would see yard signs in front of each house featuring one of 25 different sayings that we wrote. These really stood out in a sea of typical "For Sale" signs. Such phrases as, "Mmm. Love that 4 bedroom smell.", "Nice car. It'll look great in this garage." and "What's this sign doing in your yard?" really connected with the audience.
The new color scheme and elements of humor carried over into the redesign of the website, direct mail and movie theater, online, and newspaper ads.