Peter Ward Homes
Peter Ward Homes had not invested in its branding since the 80s, and it was starting to get left behind. 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 spanning digital, print, site signage and even the way in which customers experienced the Peter Ward Homes lifestyle.
The Drunk Animal team started with a complete redesign, taking the existing logo and playing around with new styles and colours to update and refresh the brand. Once approved, the team set about bringing the organisation’s collateral in line. This included the design and development of a new, more user-focussed website, featuring interactive maps, downloadable content and a supporting eMarketing strategy.
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.
With quality and customer service being key USPs for Peter Ward Homes, we wanted to bring the lifestyle of buying a Peter Ward home to life, particularly at new developments where a showhome wasn’t immediately available. To combat this, the team devised a ‘hub’ which could be moved from development to development that helped to elevate the sales experience. The ‘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), a selection section, and all the usual glossy literature, the hub allows customers to experience what it’s like to live in a Peter Ward home, without the need for a showhome.
We then added a heavyweight media campaign to the mix, bringing in multi-channel marketing like never before. Our media strategy covered print, digital and broadcast media, helping to reach more potential homebuyers than ever before, which helped the company sell in excess of £20m of new homes despite a national lockdown.