Peter Ward Homes had not invested in its brand since the 80s, and it was starting to show. The brand needed a reinvigoration if it was to compete head-to-head with the bigger players in the market. Drunk Animal was tasked with bringing the brand into the 21st century, with a brief that spanned digital, print, site signage and even the way in which customers experienced the Peter Ward Homes lifestyle.
The Drunk Animal team started with a brand redesign, taking the existing logo and playing around with new styles and colours. We were mindful not to stray too far from the original design as its heritage was strong in the area. By introducing a reduced colour palette linked to the original dark blue, the design retained much of the established brand identity while making it feel more modern, more accessible and more elegant.
It also included the rebranding of five existing developments. Rather than reprint all signage and promotional items, the team identified cost-effective solutions that didn’t break the bank; vinyl wraps, overlays and cover reprints helped to keep costs down for the client, whilst not compromising on the new brand identity.
In order to bring the Peter Ward Homes lifestyle to life, particularly in the absence of a show home, the team devised a ‘hub’ which could be moved from development to development. This ‘hub’ takes all the elements of a show home and replicates them physically and digitally for when the builder first moves to a site.
Featuring room mock ups, an interactive model home (that can be explored virtually) and all the necessary marketing literature, this hub allows customers to experience what it’s like to live in a Peter Ward home.
The results to date have been phenomenal; more than £8m in house sales in little over a month since the hub and new brand identity was launched.