Established brand looking to the future
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Patrick Gray is a second generation homebuilder in North Texas — his three sons are the third. They build unique homes for clients who eventually become their friends. Pat’s warmth and concern for those who entrust their homes to his skilled hand are evident from your first interactions with the man and his dedicated team. His team, by the way, has been with him for decades and their names cary nearly as much weight as Pat’s in the homebuilding community.
Pat had a couple of goals when he approached Fidelis in the spring of 2017: he knew he needed website work and a much more invigorating presence in social media. He wasn’t convinced he needed branding or graphic work. Understandably, he was concerned about losing brand equity to make a style shift. He had a logo, but he didn’t have a compelling message. We convinced him that a message matters and the visuals must match message. He builds high end homes — he needed a high-end presence in the market and on those yard signs! He also needed to capture an emerging market that thinks a little differently than the previous generation. His newer clients want newer looking designs; as millennials acquire more buying power and look to build homes, they gravitate toward cleaner, minimalist home designs full of natural light. Pat is forward thinking and anticipates trends —the new brand had to speak to his future clients.
We test-marketed his old brand alongside new looks. The blind survey showed that he had to make a leap. We would give him new graphic design that would fit across all applications – web, print, signage, etc. We would help him craft a message that speaks to his core identity and guiding principles. We would show him to the world as he needed to be seen: a fatherly guide and expert craftsman of elegant homes. Quality building and a man of integrity. All custom homebuilders broadcast that they “use the finest materials” and are “master craftsmen” whose “word is their bond” etc. By focussing on who Pat is, we hoped to give vision to heads of household that they could also build their families in excellent home settings. When you get to know Pat, you realize that this is a man who can build homes as well as he can build families. We think future clients will resonate with this message and chose Pat as their guide through a challenging building process.
Concept / Process:
We selected colors that complimented the stately, but modern capital “G” for Gray. V. Patrick Gray doesn’t exactly roll off the tongue, but it was the name that Pat had to use in his specific market for a variety of reasons. Graphically, the “G” would be a strong identifier. It would present well on signage when driving down residential streets. The three segments speak to the three generations of builders. The message: “building for generations” made an immediate impact on those who vetted the branding. They liked the double entendre — Gray has built for three generations, but he builds for those who will raise their own children in a custom home. We build media to match: drone shots of the new developments, interior footage of new homes made ready prior to furniture, and are building videos that show Pat in his more relaxed moods. Of course, we will show what makes his custom home design unique. At every point, Pat will present as wonderfully accessible, a calm builder with decades of experience. We have yet to meet anyone who didn’t instinctively like this gentleman and his team.
Pat is already using his branding and seeing an uptick in calls! We are still building his website.