Redrow Brand Refresh
Bolton’s Absolute is behind the brand refresh of premium homebuilding company, Redrow. As one of the leading home builders in the UK, Redrow design their homes with character, spacious open plan living and only use quality fixtures and fittings. But it doesn’t stop there. They also develop thriving communities by putting their customers at the heart of everything they do.
The new brand was first launched in Redrow’s De Clare Gardens development in Caerphilly, Wales and featured a new-look and digitally focused Customer Experience Suite – already in Redrow’s future plans however 2020 and the COVID 19 pandemic meant a digital-first sales approach was accelerated to meet the demands of the changing landscape.
Simon Allman, Absolute’s Creative Director, said: “Redrow provides premium homes and first-class customer service, but its brand wasn’t aligned with its offer. During our full brand audit, we discovered there was an overcomplicated system that had too much focus on the sub product identities, diluting the core Redrow brand. We took a ‘less is more’ approach, stripping back the colour palette, fonts and introduced a geometric brand pattern inspired by the Arts & Crafts movement. We also developed a new personable tone of voice which has the ‘A Better Way to Live’ brand purpose at the core of all marketing communications. The result is a more understated, but confident brand, with a lot more character.”
Absolute worked closely with Redrow’s marketing team throughout the 18 month project to define a collective vision for the home-builder which better reflects the homes they sell. This included the launch of a new brand marque created by Redrow’s in-house creative team, headed up by Dave Armstrong, to bring a more contemporary and modern look and feel to the brand which is better suited for digital platforms.
Matt Grayson, Redrow Group Customer & Marketing Director, adds: “We’ve worked closely with Absolute for the past few years on a variety of projects, including our ’Why do up’ TV campaigns, and in that time we’ve had a shared vision for where the brand needed to be. Our biggest focus has been to change the way we sell our homes, taking a digital first approach and improving the customer experience overall whether that’s online or in-person. This has enhanced the engagement with our customers at all stages of their home buying journey. Although a lot has changed, everything is rooted in our Arts & Crafts heritage, ‘A Better Way to Live’ philosophy and 5-star customer service.”
The digital focus means that Redrow is perfectly placed for future marketing, leaving the door open for future-proofed technology with new and exciting ways of selling its premium homes to its customers. The brand refresh is the biggest change in over 40 years and will continue to roll out across all new Redrow developments, Customer Experience Suites and show homes, as well as all digital touch points and social media.