Impressions are a market leader in residential construction. In late 2011, they appointed Braincells to do a complete strategic marketing review.
Given the challenging and cluttered market place in which builders compete, it was vital to map out clear and ownable territory for Impressions. Braincells conducted intensive brand workshops and designed a new brand architecture for the three divisions under the Impressions umbrella: Master Series, Dream Living and Unitz.
With each division clearly positioned, we then refined the existing Impressions logo and brand identity, and created new logos for each division.
The next challenge was to create an advertising campaign that could work across each division and a variety of media. Our “What Makes A Great Impression?” campaign is flexible enough to accommodate both brand and retail messages. Through the use of colour, the second-home buyer Master Series is differentiated from the more affordable Dream Living range. Each division’s work is strong enough to stand on its own, but has the added benefit of working together for maximum marketing efficiencies to give Impressions cut through and raise brand awareness.
The incorporation of a distinctive angled slash, ensures everything from business cards and signage, through to advertising, the new website and brochures are visually linked.