Case Study: Wright Homes — Building a Cohesive Brand Presence
Client Challenge
Wright Homes, a well-established home builder founded in 1995, faced the common challenge of many growing businesses: brand inconsistency across digital and physical touchpoints. While their homes were high quality, their outdated website, fragmented marketing materials, and lack of a unified visual strategy failed to convey the brand's modern vision and value to prospective buyers. They needed a fresh, cohesive look and engaging content strategy to stand out in a competitive real estate market.
The Integrated Solution
We executed an end-to-end brand enhancement project focused on Creative Direction and Strategic Marketing, specifically tailored for the high-value E-Commerce/DTC segment (in this case, high-value real estate sales).
1. Digital Foundation & Rebrand Adjustment
Website Redesign (Creative Direction): We overhauled the entire wrighthomes.com platform. The new site was designed to be image-forward, mobile-responsive, and optimized for lead capture, focusing on intuitive navigation to floor plans, communities, and financing options.
Micro Rebrand: To modernize the aesthetic without alienating existing customers, we implemented a strategic micro-rebrand. This included adjusting the main color palette to a more contemporary, warm tone and updating the font hierarchy for better readability and sophistication across all brand assets (billboards, flyers, email templates, etc.).
Brand consistency was achieved across all digital and print materials, elevating the perceived value of the brand. We ensured the updated colors and fonts were consistently applied to all external and internal collateral. This included sales flyers, community signage, billboards, and email templates, guaranteeing a cohesive brand experience across all touchpoints.
2. Visual Content Strategy & Production
High-Volume Digital Content (Marketing & Awareness): Recognizing the critical role of short-form video, we produced over 300 pieces of optimized video content for key platforms including Instagram Reels, TikTok, Facebook, and YouTube Shorts. This high-volume strategy was crucial for driving top-of-funnel awareness.
Creative-Directed Commercials (Brand Trust & Reach): To build premium brand trust and maximize reach, we creatively directed and produced high-production value commercials. These spots were strategically placed in high-impact channels, including local movie theaters and major streaming services, establishing Wright Homes as a leading builder.
Virtual Tours/Walkthroughs: We produced detailed, high-quality video virtual tours that were integrated into the new website. These served as crucial lead-nurturing tools, allowing potential buyers to experience homes remotely.
3. Results & Key Impact
The integrated approach delivered explosive growth in key digital metrics and optimized the sales funnel, proving that creative direction aligned with strategy drives sales, even in challenging markets.
Website traffic increased 16-fold (from 1,500 to 25,000 average monthly visitors) through the launch of an SEO, image, and UI optimized website, supported by a strategic targeted content strategy.
Social media reach increased from 750 followers to over 5,000. Plus, they surpassed 3 million views across social media channels, significantly expanding brand awareness and top-of-funnel leads.
Sales conversions increased despite the challenge of lower in-person traffic to model homes—a difficult reality in the post-2021 home frenzy market. This success proves the efficacy of our digital strategy in qualifying and nurturing high-intent leads entirely online, optimizing the sales team's focus.