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“Make It Home”
Allcastle Homes is a residential home builder specialising in high-value, high-quality family homes.
The project builder aims to deliver a level of service and product that exceeds industry expectations at every step of the process. However, the organisation’s previous brand identity did not reflect its aspirational vision or holistic value proposition.
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TOAST’s challenge was to create an uplifting brand that would help Allcastle Homes emerge as a clear builder of choice in the minds of its target audiences. The overall objective was to demonstrate the unique proposition and commitment of the business in treating their customers as if they were members of their extended family, providing the opportunity to design their dream home with confidence.
This would involve creating a new brand identity from the ground up, from logo and brand messaging to website and marketing collateral.
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Immersion into Allcastle Homes’ organisation, including interviews with senior management and sales consultants, revealed that the builder is committed to delivering a high-quality customer experience from start to finish.
These insights fuelled the Big Idea ‘Experience is Everything’. This strategic positioning statement reflects both the significant industry experience that the builder has accrued over almost 30 years of operation and the supportive customer experience that the organisation delivers. As a result, the tagline ”Make it Home” was born, aiming to articulate the idea that the customer can transform their home from a dream to reality within a very supportive familial environment (where they feel at home).
To ensure that the brand remained instantly recognisable, the company’s signature blue was retained but has been adjusted to a warmer, royal tone. The new gold highlights emphasise Allcastle Homes’ long-standing reputation for quality and prestige.
Allcastle Homes’ uplifted identity conveys the builder’s characteristics of experience, legacy and quality, while remaining modern and contemporary, and will help the organisation continue to build the dreams of Australian families, generating both customer acquisition and loyalty for years to come.
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