Stoke

Background
Conner Homes  a multi-generational, family-owned company, building quality homes in the Northwest for 60 years. Fierce marketing from national homebuilders, and cut-rate price competition from local developers created considerable competition for buyers in a cluttered new home market. 

Challenge
Conner Homes faced a few significant challenges:

1.  Adopting lean-manufacturing processes, most homebuilders build a pretty good home at a competitive cost. And, consumers often lack a meaningful, objective basis for evaluating “good, better, best” construction – let alone future value.
2.  Many consumers aren't familiar with new home buying, or familiar with the competition: Consumers hold builders responsible for “service” in relation to their own expectations for the experience – not what the competition delivers.
3. Consumers have abundant access to timely and specific information about the market: Every builder is challenged to compete in the rational calculus of price-per-foot, build quality, selection, availability, and accessibility.
4. "Pretty" is the new average: Most large home builders have reached a level of adequacy in terms of how their homes are designed, marketed and merchandized.

Outcome

A new brand position was developed around "The Strength of Character."  The position addresses:

1. Design Character: Distinctive, thoughtful home design, with high re-sale value; 
2. Community Character: Whole investment in the community and its amenities, not just four walls, and; 
3. Builder Character: The sustained commitment and integrity of the builder behind the company.

Stoke’s brand design team developed a comprehensive program including a refreshed corporate logo identity, visual identity system, messaging matrix, brand tagline, print collateral, Website (with CMS and tracking mechanisms), and integrated advertising campaign. 

Since the rollout, Conner has enjoyed an increase in home sales, and brand awareness.