Work / Crescent

Building a brand new
homebuilding brand.

Challenge

In response to a growing real estate market stoked by Millennials, Crescent decided to leverage their long success as a developer of residential communities and multifamily communities to create their own homebuilding company. Having served numerous Crescent divisions, we were delighted to address every aspect of building an entirely new brand, Fielding Homes. From the earliest stages of providing initial brand-development insights and introducing the brand internally at Crescent, our ultimate task was to help move potential homebuyers from inspiration to purchase – all without benefit of existing properties or photography.

Insights and Strategy

After helping Crescent examine the 5 Cs (climate, category, competition, company and customer), we honed in on each to develop key insights to lay the foundation for brand development. In addition, we mapped the Customer Journey, outlining what Fielding Homes’ prospects are doing and thinking during key stages in their purchasing process. Combining these with Crescent’s marketing objectives and goals, we recommended marketing and communications strategies and tactics for launching the new brand in their first two communities.

Brand Look and Feel

To inspire homebuyers to imagine their future in a Fielding home, and with only renderings to display, we devised an ingenious solution. Placing models within watercolor environments complete with textured paper artistically conveyed the idea that the Fielding Homes’ team will work with each individual to realize their own creative vision. The look played out beautifully across all communications. For introducing Fielding Homes to Crescent employees, Realtors and homebuyers, video was the perfect medium for illustrating the idea of turning a blank canvas into the realization of a vision.

Advertising

In the simplest, most compelling terms, we conveyed the essence of Fielding’s philosophy and engaged the consumer’s imagination.

Collateral / Sales Support

Among other benefits, Fielding Homes promises personal focus, an authentic sense of place, and respect for the local community and environment – values we reflected across all sales materials from ranging sales panels to a detailed homebuyer’s guide. Recognizing that Crescent employees were not only our very first audience but that they could also be powerful ambassadors for the Fielding Homes brand, we engaged them with a tool that would both inform and entertain. What better way to tell them the company was entering the home-building business than to invite them to build houses out of cards that described Fielding Homes’ philosophy and introduced the campaign look.

Brand Book

To ensure the consistent implementation of Fielding Homes’ brand standards, we created a comprehensive brand guideline book.

Results

Fielding Homes began selling in summer 2016 and had exceeded first year sales goals by April 2017.

Our Work

At the end of the day, it’s about doing great work that gets results.

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