Elevating a brand presence
Keepmoat Homes is a top 10 UK homes builder – ranked 7th based on the number of homes built in the UK annually. Recognising that its sites needed to stand out in an increasingly competitive marketplace, and that its site signage was very similar to others, Keepmoat sought to revamp its on-site presence.
Rare was challenged with elevating the Keepmoat brand, and creating a new and consistent look that also gave consideration given to the unique setting of each housing development and the individual expression of the local selling points.
Mindful of the corporate brand guidelines, Rare decided to utilise the main Keepmoat blue colour to create a modern, aspirational suite of site signage. Each site was given its own positioning icon to evoke the unique, local landscape. Lifestyle imagery was added to inspire a more sophisticated, brand savvy homeowner audience.
Implementation of the new look involves bespoke tailoring to each new site. Our work includes consultation, site surveys and planning, site location branding, site signage defining key areas of sales and construction, and directional signage, both on and when approaching each site.
Elevating the dark blue palette brings warmth and luxury to the brand, creating site appeal with an easily recognisable, authentic brand presence. Homeowners leave with a positive impression and a memorable experience. The overall brand presence is also kept consistent across multiple sites, further strengthening the overall Keepmoat brand identity.
Following successful trials, the new look was quickly rolled out across new and some existing sites in the Yorkshire and North East region and has now been adopted across the Keepmoat group nationally, as new sites are commissioned.
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