Challenge

Integrating the global supply chain to create access to affordable housing is nothing less than a game-changer. Our client, a group of proven tech entrepreneurs and leading real estate developers, was poised to profoundly disrupt the construction industry by using this model. They wanted a brand positioning that captured their vision and held universal appeal for their many constituents.

Insight into Action

We interviewed a range of internal stakeholders and potential customers, including developers, architects and contractors; workshopped our findings with the client team; and made recommendations on the brand’s architecture, value proposition and messaging. We developed a strategic blueprint, wrote a positioning statement and a manifesto, created a tagline, and provided creative directions for further developing their identity.

Success

Over the next 5 years, the company enjoyed explosive growth and was able to offer real solutions to the affordable housing crisis facing the U.S. Their new messaging conveyed to the world their big ambitions and social purpose motivations and provided an inspiring rallying cry for employees and partners.