Bewley Homes Brand Re-launch
Over the last 3 years we have been on a journey with Bewley Homes to re-launch the brand and deliver marketing campaigns that reflected the business and core values. Established in 1991 Bewley Homes is a well-respected, family owned business with a proven reputation for creating high quality homes in desirable locations in the south of England. In 2018 they felt their marketing no longer supported premium pricing nor their ambitions to be an aspirational house builder brand. That said, they wanted any rebranding to be an evolution rather than a revolution and to retain the established brand colour.
We worked collaboratively with Bewley Homes to redesign and rebuild their website to showcase the new brand, with a key focus on improving the customer journey and user experience.
The site is built with WordPress allowing the client to fully update and manage the website's content. We also integrated with Bewley’s CRM system, property portals (such as Rightmove) and other systems to reduce the need for the client to update pricing and availability, saving them time and ensuring the information is 100% correct. We also worked closely with our Digital Marketing department to ensure the site was correctly optimised and catered to their requirements, whilst simultaneously taking advantage of live data from the website to run dynamic advertising.
We now actively monitor and maintain the website for the client, fixing any issues and updating it with new features as needed.
We launched the new branding predominantly through digital media via social, online display and search. This was mirrored through database communications and estate agent marketing on traditional media channels.
This evolved into a multi-media approach to ‘always on’ media channels acting at different touchpoints on the marketing funnel. Each month an overarching brand campaign is created and delivered on a site by site basis with specific audience targeting. Remarketing is deployed on all channels to stay front of mind with users and maximise effectiveness on each.
New branding and market positioning
We considered brands with the same associations and values as Bewley: Waitrose, John Lewis and Farrow & Ball and then developed a new tone of voice that was engaging, conversational and emotive with a recommendation that messaging should be relatable and friendly in order to engage buyers. Our evolved branding was very contemporary in keeping with the ethos of the brand including an extended colour palette with warm, rich tones that would sit comfortably with any development.
We also created a brand-new website and advertising/brochures that were more emotive and personal, evocative of warmth and life.
Totally delivered the goods.
Aury Sacre. Marketing Manager, Bewley Homes
Over the 3 year period we have increased web traffic, new users to the Bewley site and ultimately leads on each development. This coherent approach planned well in advance has enabled Bewley to achieve and exceed all targets.