With these words, we landed on an emotional truth that we carried with Lennar over our three year retainer. We were approached to help their brand out. Our positioning was simple: home buying is one of the most emotional decisions a person will ever make. Lennar takes the stress of haggling and hidden costs out, of making removing difficult family decisions and reintroducing the joy of transforming your life through a new home.
As one of the biggest homebuilders in America, Lennar has a distinctly unique product offering: and all-inclusive price, that includes style and upgrades at one price. They also had a desire to have some of their corporate culture and differentiator as a home builder carry through into their work. The only problem is that all homebuilders focus on stats and pricing and square footage.
We spent our time on the retainer humanizing the brand. Refreshing their brand guidelines, crafting consistency to messaging and tone of voice and refining their core product positioning for consumers. We completely overhauled the website around this focus and worked with divisions on bringing the next generation of home buyers together with their support staff on the ground.