Home Premium
Wide-scale research, digital strategy, branding, creative direction, web design and UI design for a real estate developer.
Project team:
- Alex Minkaczcreative direction, brand strategy, UX & UI design, graphic design
- Zuza Ostafinresearch, project management, design strategy, copywriting, UX design
- Miriam PolakUX design, research, project management, vendor management
- Julia GrabowskaUX design, research
The challenge
Home Premium is a boutique property developer with a worthy mission: to build honest, high-quality homes with as few compromises as possible. It’s an upmarket proposition that delivers a genuine quality of living, not only good-looking façades.
When we first met, the client team was mainly interested in a quick facelift. But even the first explorations revealed that superficial improvements would never be enough. The brand needed a thorough rethink, and we really appreciated the client’s openness to this idea.
Before
After
The solution
Creative strategy
We first analysed the cultural genres that Home Premium subscribed to as a brand. We explored what “Premium” means to different people, how it looks, feels and communicates. We distinguished a few different sub-genres of “Premium” and surveyed the client’s business category to see how they manifest there.
Product & brand research
We carried out brand and product research in the form of remote in-depth interviews, questionnaires and competitor analysis. We wanted to know two primary things:
- what do people actually need from a real estate developer’s website?
- what could turn Home Premium into a trustworthy brand (especially in light of the industry’s difficult history in Poland)?
We got the answers we needed, plus some incredible insights that we included in the report we handed the Home Premium team. They loved it.
Brand strategy & design
We designed a new visual identity, including a new logo, business cards, marketing materials, banners and brand guidelines.
The story behind the logo is very interesting, and we’re very proud of the brand strategy we envisioned. If you’d like to learn more about it, please contact me.
Making it custom
We briefed and coordinated the work of other creative vendors, such as photographers, copywriters, interior designers and digital marketing agencies.
UX, UI & web design
We also designed a whole new customer experience based on all the gathered data. We reworked the user journey: we streamlined it, made it more pleasurable and effective.
Would you like to learn more about this project?
I’ll be happy to share the whole story – get in touch.
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