FABRICA is a leading property developer, renowned for the outstanding design, quality and attention to detail they bring to new build homes. But they faced a conundrum at their impressive Westvale Park development. There were multiple, highly-regarded consortium partners on the project – Taylor Wimpey, Charles Church and Crest – who would all be competing for the same customers. FABRICA needed a way to cut through, excite potential homebuyers about Westvale Park and reassure them that a FABRICA home was right for them.
Our brand workshops revealed that the people considering Westvale Park were often young couples and families upsizing from cities, or older people downsizing. The three demographics had the same thing in common: wanting a long-term home without compromising on design. For this audience a compelling brand story would be the perfect route to creating a more meaningful engagement.
As FABRICA is already highly regarded for its design credentials, our first move was to put the brand front and centre of messaging: ‘FABRICA at Westvale Park’ with the added strap line: ‘where thoughtful design and community connect’ – a positioning that spoke straight to our audience. The romantic tone of voice helped reflect the beautiful countryside surrounding the development, while remaining sophisticated for more discerning city commuters. Our creative prepared the brand to launch phase two of the development, with website and emailer copy that engaged lapsed contacts, alongside a DM pack for FABRICA’s ‘refer a friend’ scheme to drive even further engagement.