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How did we build a brand new name and reputation for this new regional developer?

County Town Homes // Case Study // Brand Naming

County Town Homes Logotype by Peek Creative Limited

In brief

Expertise and Services
Brand naming
Audience research
Brand identity
Brand implementation
Brand Guidelines
Website design
Icon design
Sector
Construction
Website
www.countytownhomes.co.uk

Background

With a new name from Peek in hand, County Town Homes needed a new brand identity to take the new brand to market and turned to Peek for help.
Peek facilitated a brand naming and brand consultancy workshop to get the ball rolling. Key County Town Homes team members participated in a fruitful session to set the framework for the new brand. Ideas were developed and shared, and a great deal of insight was gained into the local area and the needs of potential buyers.

After distilling the key messages from the workshop, Peek presented a short list of names, from which one was chosen: County Town Homes.

Being a new brand in an already competitive market, the new County Town Homes brand needed to convey an immediate level of confidence to prospective home buyers in Staffordshire and neighbouring counties. It communicates an offer that will attract all types of prospective home buyers, from starter homes to executive homes, and be recognised over time for delivering a trusted product.

The name and accompanying brand identity were created to reflect the new organisation's premium quality, on-trend design, and desirable locations in the Staffordshire region.
County Town Homes Brand implementation, Key ring by Peek Creative Limited
County Town Homes Logotype by Peek Creative Limited
County Town Homes Logotype by Peek Creative Limited
County Town Homes Brand Identity by Peek Creative Limited

Capturing the heritage

The identity was developed for the name based on the key symbol of the company’s location, the Stafford knot.

The knot appears prominently on the flag of the historic county of Staffordshire, as well as on the banner of Staffordshire County Council. The motto of the county council is “the knot unites”, a reference to the Stafford knot. It also appears on the coat of arms of the Borough of Stafford.

The Interlocking Cs form the motif for the design, creating a striking and memorable marque. The county's heritage is brought to life, enabling the very essence of the brand proposition to be represented in the new marque.
County Town Homes Project Visualisation Peek Creative Limited

The design elements

The design elements combine to form the complete marque for County Town Homes – representing this exciting new property business's premium quality, on-trend design, and desirable locations.

County Town Homes new name has a fairly neutral brand position that can now be layered with meaning by the brand mark, collateral and the customer experience, both online and physically. The new County Town Homes brand is distinctive and different brand from the parent company, and there are no visible link between the two brands.

The primary audience is prospective home buyers. Its secondary audiences include employees, building partners, architects, planners and staff of both County Town Homes and the parent company.

All the audiences should understand that County Town Homes can be trusted to deliver a quality product. Particularly, buyers should know you are a professional company that takes pride in the homes you build. That these homes represent good value for their investment and that it will be an exciting experience to buy a new home from County Town Homes.

A new launch website was developed to convey the brand values and allow buyers to experience the brand online. Whilst it is important for the new site to convey an aspect of excitement and freshness to the experience, it was key that the idioms used within the new build sector as a whole be honoured so that the County Town Homes' audience is not confused and frustrated by the experience.

The Result

Being a new brand in an already competitive market, the new County Town Homes brand needed to convey an immediate level of confidence to prospective home buyers in Staffordshire and neighbouring counties. It communicates an offer that will attract all types of prospective home buyers, from starter homes to executive homes, and be recognised over time for delivering a trusted product.

County Town Homes is a great example of how Peek can help organisations create a strong brand identity that captures the essence of their offering. Through comprehensive research, workshops and creative design thinking, Peek crafted a memorable brand identity that captured the heritage of the location and resonated with potential buyers.

County Town Homes are now proudly taking its place in the Staffordshire property market. With their new name and identity intact, they are well-positioned to move confidently into the future.

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