As Melbourne’s newest building company, Miller Atkins approached Plan B Marketing to help develop a brand identity that could cut through some pretty fierce, established competition, and position them as ‘the builder that cares’ offering quality living at an affordable price.
Developing this positioning would then inform our creative brief for the development of brand assets, and the company’s custom designed website. Offering a fresh approach to home building, Miller Atkins wanted to champion the idea that great architecture was about much more than just designing beautiful homes -- that is was about optimising functionality, inspired by the personal touches and design preferences that celebrate each family’s unique lifestyle and personality.
The terms design-led, architecturally backed, progressive, experienced, trusted and reputable, were all used as cues in the realisation of a brand mark that we developed as a 'makeover' of the traditional builder style logotype whilst still maintaining a sense of strength, trustworthiness, and authenticity. Though the client had specified the use of blue, a pretty saturated colour choice in the property space, we chose to explore a bold, more vibrant shade of the hue that demonstrated a sense of design awareness, cutting through the traditional blues that dominate the industry.
The resulting identity was then rolled out across corporate stationery, the company’s credentials brochure, display home specifications and colour schemes brochures, along with social media profiles and other digital assets including a fully customised, content managed responsive website.
In the same way that Miller Atkins set out to challenge convention within the building industry by designing thoughtful and architecturally compelling homes, we wanted the company website to also ‘take a fresh approach’ by being design-led and easy to navigate on the users own terms, rather than one big sales plug -- implying value in other, more creative ways.
Home designs are front and centre, using beautiful imagery and 3D renders, zoomable floorplan visuals, facade galleries and downloadable colour schemes brochures. An integrated blogging platform will allow Miller Atkins to self-publish important news and development offers as they aim to gain their foothold in the industry, and optimise their online traffic streams.
Late June, 2018