Waters Homes have a long history of building quality homes throughout the East Midlands region. Following a review of their existing website, their aim was to develop a new one. This was the initial brief but it was clear to us that the aims of the business meant that there was an opportunity for them to refocus its offer to purchasers and review the brand positioning, identity, and overall marketing collateral. So, the brief widened to include all these elements at the request of the client.

The most compelling element of the brief was centred on how the business had developed over the past decade and our creative teams focused on brand heritage and the story behind the founders and the homes they now build.

The Waters brand takes influences from London architecture and modern style trends whilst ensuring the design of their homes are sympathetic to the local surroundings in which they build.

The aim was to create a premium brand that reflected the business story, values and aspirations.

Some truly distinctive typographic elements and special characters were used, leading to the creation of various initial logo ideas and concepts. After careful consideration, a contemporary style mark partnered with a minimal sans-serif font was refined, giving the brand an authentic, unique and elegant style.

The logo itself captured the narrative of the Waters brand; the two lines embody the structure of a building as well as representing the two brothers who created the business. This story was also reflected in the typography, with the use of two fonts, Avenir Next (for print) and Lato (for digital) were chosen to represent the traditional and modern elements. This subtle approach adds character and provides a unique identity in a largely conservative marketplace.

Colour played a very important role in creating a recognisable corporate identity. The use of gold was both striking and created a luxurious quality. Black was used to create balance against the solid gold, again adding subtle nuances of luxury to the branding.

Using the new visual identity, we then designed created a contemporary and fully responsive website with a focus on the essence of the brand, incorporating a new approach to photography and animated CGIs. We worked closely with the Development Director to create a website that he is proud of and that solidified the brand repositioning. The resulting site was modern and engaging, showcasing the properties in a premium environment that offered visitors a much improved user experience and an appropriate platform to assist the growth of the business.