Redrow

Identity and digital presence for Harwood Homes

Brief

We worked with the Redrow team to launch their new brand, Harwood Homes, to the market. While Harwood Homes is part of the same group and shares the same core values, the brand needed a unique identity and digital presence that would set it apart from competitors and make it instantly recognisable.

Challenge

The brand is closely linked with Redrow, however, the Harwood Homes offer, product, price point and audience are all different. The challenge was to create a unique brand identity that would reflect this and stand out in the marketplace, while also being recognisable as part of the Redrow family.

We began the project by hosting an immersive workshop with key stakeholders. This interactive session was focused on understanding the team’s aims and ambitions for the brand, and discovering the point of difference. Following this, we were able to identify the value proposition, and develop comprehensive brand guidelines which included: tone of voice, key messaging, look and feel, imagery, and creative application.

We then developed a bespoke website, which brought all of this together, telling the brand story, and linking to a number of new developments being launched across the country. One of the main aims was to make it easy for consumers to find and interact with content that was relevant to them, so we designed simple and clear navigation, and placed a distinctive call-to-action at the top of the homepage, so users can quickly find what they’re looking for.

The photography is clean and modern, in line with brand guidelines, and we used cut-out imagery throughout the homepage to add interest and break up the content.

Result

A distinctive, credible and compelling brand identity and narrative, which keeps the audience at its heart and successfully positions Harwood Homes within the new-build market.