Charter Homes and Neighborhoods
2008 REBRAND 100 Winners > merit
Industry: Construction/Property Development - Below: Before Images, Rebrand Images, Summary, Credits
Summary: Industry Setting - Charter Homes and Neighborhoods is a regional developer and home builder in Central Pennsylvania that builds communities to respect homeowners and neighbors, the surrounding nature and history, and most importantly, a collective sense of place. Challenge - As Charter evolved, it began to introduce neighborhood concepts based upon New Urbanism while facing increased competition from national builders. To differentiate, Charter needed a brand identity and communication platform to help prospective homebuyers understand its philosophy and how it uses architecture, materials, and design to create a better way of life. Strategy - Based upon the principles of New Urbanism, the new Charter identity wraps an elegant, strong fabric around a single point, uniting and protecting everything within. Additional identity elements capture the distinctive architecture and heritage of the region. From a messaging standpoint, the rebrand clarified Charter’s unique offering for homebuyers, legislative authorities, contractors, and the community at large. Result - The new brand identity has helped Charter bridge the gap between the progressive ideas it has pioneered and the premium homes and neighborhoods it designs and sells. Homebuyers now understand and have words to describe the difference they feel with Charter and what is lacking when they experience anything else. Credits: Client: Charter Homes and Neighborhoods - www.charterhomes.com Brand Strategists/Designers: Factor Design - www.factordesign.com Creative Director: Jeff Zwerner Designers: Gabe Campodonico, Elizabeth Lass, Lisa Mishima Producer: Helen O'Leary Writer: Natalie Linden [back] |
