Stoke

Background
Polygon Northwest Company is one of the Northwest’s largest residential builders, offering single and multi-family homes in planned communities surrounding metropolitan Seattle and Portland.

Challenge
As the building industry adopted lean manufacturing principles, quality-based differentiation has become more difficult. At the same time, rising consumer interest in home design and corresponding demand for customization has challenged the reliability and efficiency of these very same building delivery systems.

Offering a wide variety of home designs across multiple planned communities, Polygon was challenged to find its voice in a crowded market, primarily differentiated by price.

Challenged to sustain product-by-product, site-by-site marketing programs, the strategic decision was made to adopt a master brand, based on the differentiable qualities of a local, lasting and community-oriented homebuilder.

Outcome
Over several engagements, the team at Stoke worked with Polygon to tell the story of "The Uncompromise" – Polygon’s thoughtful balance between of floor plans, building quality, affordability, features, communities and amenities. Polygons' commitment to the customer position was reinforced through the design of a customer lifecycle management plan, further differentiating the brand on continuous service. That commitment to the customer was significantly expressed through an unprecedented 3-year, wall-to-wall new home warranty, a commitment 3x longer than the industry standard.  

Stoke conducted brand research, naming, a visual identity system and integrated marketing campaigns to support the brand. New brand identity guidelines were established, and the design system was extended to print and transit ads, Web site, direct marketing and broadcast media.