Hallbury Homes Re-Branding
Hallbury Homes is a small builder operating in the south east of Melbourne. COVID-19 presented challenges that required outside of the box thinking to generate new business for the company. To compete in a very crowded market we needed to elevate the brand and seperate ourselves from the "volume builder" arena, projecting a more stylish and design focused business that can customise the floor plans to suit the clients needs. This not only meant refreshing the marketing collateral but also the products (i.e floor plans and service) which required the coordination of Draftspeople and designers, Estimators, Sales team, Construction Team and online stakeholders.
Logo
Firstly, the old logo had to be re-invented. The red colour in the old logo was very outdated and did not reflect the brands aspirations to project design and architectural style. By removing the colour, adding a monotone colour palette and dropping the "H" symbol I was able to create a look that would match the brands new direction. This also retained a form of familiarity but keeping the main "Hallbury" component. I also liked the double line component of the original design.
Website
I had previously designed and built the old Hallbury website using custom HTML that directly linked into the companies CRM system. With Googles impending algorithm updates it was more beneficial to switch the website over to a Wordpress website.
This also allowed external stakeholders such as; SEO consultants, Adwords managers and Bloggers to have direct access to the website. Previously I had to update the site manually which was becoming inefficient and not sustainable.
It has been a number of years since I last used Wordpress, but it was just like riding a bike. I used the Imprezza template package to start forming the user interface and started to map out the user experience chart. The new template also allowed for better mobile responsive design, creating a more seamless experience for the user.
Publicity
To create excitement and exposure I create avenues for generating new enquiry. This new publicity had to align with the new branding and messaging that was created to retain branding continuity. Mediums of advertising and publicity included: TV campaign, Digital campaign, Edms, Digital brochureware and Re-marketing advertisements.
TV Campaign
Our display home "Evoke" had already won industry awards such as HIA and MBAV "Best Kitchen in a Display Home" and also received commendations for best Display Home in Victoria. To showcase our products I consulted with the Eye Candy Group who produce TV shows that focus on Homes that showcase Builders and designers. They where about to introduce a TV show that included a competition component for "Display Homes". We jumped on board and set up a filming day, this also allowed us to shoot B-roll footage for our own use in other marketing mediums.
The show was a huge success and drove lots of traffic to our website and exposed the Brand to a large audience. Hallbury were successful in winning "Australia's Best Display Home" which I then capitalised on to promote on social media and the website.
Here is the episode
Using the footage from the TV campaign as well as other footage we have in our library, I created an introduction video to use on the website and in our Display Home. This demonstrates to the client who Hallbury is and what the brand stands for.
Here is that video
Brochureware
To match the new brand styling I had to re-design all the brochureware. This included coordination with the drafting team to update the floor plans with brand new designs. The estimating team also had to be involved to establish the included specifications for the standardised product options.
Re-Marketing
Combined with our Google Ads Campaigns I created a new Re-Marketing campaign to attract new visitors and increase enquiry. This new style reflected the new website and brochureware for brand continuity.
Results
In a very short amount of time (one month) I was able to re-design the brand, website, product range and marketing collateral. The end result was a 200% increase in enquiry and sales, a fantastic outcome considering the constant COVID lockdowns and restrictions.
