City of York Council has embarked on its largest housing build project since 1971 with plans to build 600 homes over 8 developments. This ambitious plan aims to raise the standard of new build homes with Passivhaus design that focuses on creating sustainable communities. With such a bold vision, we were tasked with disrupting the market by creating an unexpected brand.
From competitor and market analysis we determined there was a gap for a contemporary brand that appealed to first time buyers, home movers and empty nesters alike.
Following extensive research with property seekers and stakeholders we created Shape Homes York, a brand centred around experience and connection, representing the 21 city wards with a striking monochrome symbol and pattern throughout offline and digital touchpoints.
Shape Homes York is backed by a strategic vision to be innovative and lead the way in the city’s property market. The brand is not a housing developer. It is a developer of communities with people at their heart. It is distinctly different, questioning convention of traditional house building; addressing climate change, optimising space and using ground-breaking design and building techniques to create a place that people want to call home.
The first site, Lowfield Green, is a mixed-use development with 165 new homes. We worked with a visualisation studio to develop CGIs that reflects the range of living options from modern houses, bungalows, apartments, self-build plots and community build plots. Through profiling customers, we created mood boards to create interior shots that appeal to buyers.
Buying a new home can often be one of the most stressful experiences in adult life. Through our own experience, we completed customer journey mapping to develop a seamless buying process from an intuitive website, impressive marketing suite and tactile print that leaves a lasting impression.
The website to be built on the City of York Council’s preferred CMS. The website leads with development images accompanied by property information to tempt buyers. Functionality includes interactive site map, online registration and mortgage affordability calculator.
- Agency/Creative: Factored
- Article Title: Factored Creates the Unexpected in a Predictable Property Market
- Organisation/Entity: Agency, Published Commercial Design
- Project Type: Identity
- Agency/Creative Country: United Kingdom
- Market Region: Europe
- Project Deliverables: Brand Advertising, Brand Architecture, Brand Creation, Brand Experience, Brand Guidelines, Brand Identity, Brand Naming, Brand Strategy, Brand World, Branding, Graphic Design, Identity System, Photography, Product Architecture, Product Naming, Research, Tone of Voice
- Industry: Real Estate
- Keywords: Property, Real Estate