AGDA Growing Business by Design 2012
Transcript of AGDA Growing Business by Design 2012
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systembuilt homesBrand Design & Visual Identity
sector7g | making brands visible
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Before rebranding— Little or no target advertising— Only one range of product— Perceived as a cheap,
transportable home builder— Under utilised and out of
date display centres
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Branding processNaming - why stick with systembuilt?— 30 years of history in SA— Known in Victoria and NSW— No nonsense description
of the building process— Offered a point of difference
to competitors’ names
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Branding processPositioning - designed for living— Focus the message on design— Link the product to quality
of lifestyle and location— Alludes to the practical use
of the product range— Use coastal and rural town
names as product names
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Branding processLogotype— Geometric typeface— Notches make it distinct— Make the name one word
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Branding processMarketing collateral — Product sheet for each home— Simple folded wrap to
contain the product cards— Product brochure
showcasing key products along with lifestyle images and message
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Branding processDisplay centre signage— Two locations in high
traffic areas— Visible to travelling
holiday makers— Information panels in
each display home— Systemised, discrete
and stylish signage
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Branding processAdvertising — Present the lifestyle brand
message. — Selected publications;
Barossa Living, Fleurieu Living & SA Life
— Campaigns designed to reinforce the switch in brand perception to stylish holiday homes
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Where every day is a holiday
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Where every day is a holiday
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Where every day is a holiday
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Where every day is a holiday
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Branding processWebsite— Simple method of
browsing products— Key contact information
presented in hot spots— Use of warm red to clash
with green for highlighting key information
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Results since the re brand— Moved into a higher end
market. Now seen as quality beach house or affordable family home.
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Results since the re brand— Average sale price has
increased by 36%. Standard house price has not changed over the same period.
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Results since the re brand— The operation has grown
by 76% since the re brand.
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Results since the re brand— Average customer
experience rated at 87%
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Systembuilt Achievements— Key provider of
transportable homes to the remote APY Lands
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Systembuilt Achievements— Key provider of
Transportable homes to the Olympic Dam project
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Systembuilt Achievements— Raised in excess of $360k
exclusively for the Women’s and Children’s Hospital.
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Systembuilt Achievements— Employ 14 staff and
have over 140 individual subcontractors
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Suite 3, 2 East Terrace, Adelaide South Australia 5000T +61 8 8232 [email protected]/s7g_designfacebook.com/thesector7gexperience