Bryant Homes has tasked marketing and design group Sledge with rationalising its entire corporate communications package in a bid to project a consistent and unified message to consumers.
As part of the brief, Sledge is also upgrading Bryant’s website, bringing it into line with new design guidelines and improving its navigation and home-finder facilities.
In addition, the company’s point-of-sale material is being reworked and categorised according to the status of each housing development, namely standard, fashion or flagship. A new customer magazine, for which a title is yet to be confirmed, will also be published in October.
The brief aims to instil a sense of brand awareness among potential homebuyers, who, says Bryant sales and marketing director Andy Hurst, are preoccupied with location and price but pay little heed to the origins of their property.
Corporate literature is being redesigned in terms of its look and function. It will consciously veer away from traditional lifestyle photography towards detailed imagery of building materials, tools and interiors, according to Sledge’s group creative director Tom Beaumont-Griffin.
Traditionally, Bryant’s internal and external communications have developed ad hoc and, as a consequence, varied significantly among the group’s regional developments, explains Griffin.
‘In the crowded home-building market it is vital to standardise the identity to strengthen the brand,’ he says.
Sledge was appointed to the £5m Bryant account last December, after a four-way pitch that included ad agencies M&C Saatchi, Lowe Lintas and TBWA.