A new look for a unique home builder
Role
Brand Positioning
Brand Identity
Brand Packaging
Website Design & Copywriting
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Understand / analyse
WAHC is part of the BGC Group and has been operating for 20 years. A combination of past history and a relatively static brand that’s remained unchanged since its inception has left WAHC with a sub-par reputation within the industry. braincells recognised an opportunity for WAHC to build on their reputation by leveraging their experience and delivering their offer in new and aspirational ways.
Position
Step one was to examine the brand and clearly identify a positioning. By analysing the competitive landscape we identified the space WA Housing Centre owns: Trusted guidance and finance solutions. WAHC can help people realise their dream and give them the support they need to get into their first home.
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Brand Promise
Empowering Lives
Ideate
WA Housing Centre’s target market is entry-level 1st homebuyers. They want to be an adult and own a home but don’t want to give up their lifestyle. They are not sure they have the finance to own a home and often have roadblocks with finance.
Our thinking was these people want to be empowered; they want to feel guided by experts in finance and don’t want to miss out. Our strategy was to communicate that with WAHC, they can own their own home and still lead the lives they want – because WAHC have the finance and knowledge to make it happen
Plan / implement
As a digital brand, we created a fun, charming animated campaign to build their customer database. The animated creative was applied to 1 x 30sec TVC, 3 x 15sec TVC’s, website, digital ads, social media and email. In addition to campaign work, the brand is supported with display home signage, blog articles and occasional press advertising.