Waters Homes

Rebranding a master builder

Implemented Services

The brief

Waters Homes have a long history of building quality homes throughout the East Midlands region. Following a review of their existing website with the aim of developing a new site it was clear that the aims of the business meant that there was an opportunity to refocus its offer to purchasers and review the Waters brand positioning, identity and overall marketing collateral.

Our response

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 that 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 values and aspirations.

The solution

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 an Avenir Next font was refined, giving the brand an authentic, unique and elegant style.

The logo itself captures 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 is then brought into the typography, with the use of two fonts to represent traditional and modern. This subtle approach adds character and provides a unique identity.

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

A strong typeface, Avenir Next, has been used across collateral, from brochures to signage. It is a strong, clear typeface with a wide range of styles, from ultra-light italic to condensed heavy. For the website, Lato was chosen as a web accessible alternative.

CMYK: 18 36 82 0
RGB: 216 166 66
Hex: #d8a642

CMYK: 0 0 0 100
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Hex: #000000

CMYK: 77 35 35 16
RGB: 55 121 137
Hex: #377989

CMYK: 44 7 23 0
RGB: 155 201 201
Hex: #9bc9c9

Aa
Lato

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A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

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A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

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“I initially approached IvyJack to redesign our website, but I was really intrigued by the way David and his team approached our brief, looking holistically at our brand and why we do what we do. They totally understood who we are as a company I am delighted to say that they wowed us like no other agency. Not only have IvyJack built a totally updated and responsive website, but they have also delivered a brand that reflects our passion and integrity and is correctly positioned in the marketplace.”

Dominic Waters, Development Director

Website

We 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, resulting in a modern and engaging, premium site with an eye for detail.