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Shape homes york billboard 3

Shape Homes York

Brand Strategy & Digital

Creating the unexpected in a predictable market.

City of York Council has embarked on its largest housing build project since 1971 with plans to build 600 homes over 8 developments. This ambitious plan aims to raise the standard of new build homes with Passivhaus design that focuses on creating sustainable communities. With such a bold vision, we were tasked with disrupting the market by creating an unexpected brand.

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From competitor and market analysis we determined there was a gap for a contemporary brand that appealed to first time buyers, home movers and empty nesters alike.

Following extensive research with property seekers and stakeholders, we created Shape Homes York, a brand centred around experience and connection, representing the 21 city wards with a striking monochrome symbol and pattern throughout offline and digital touchpoints.

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Shape Homes York is backed by a strategic vision to be innovative and lead the way in the city's property market. The brand is not a housing developer. It is a developer of communities with people at their heart. It is distinctly different, questioning convention of traditional house building; addressing climate change, optimising space and using ground-breaking design and building techniques to create a place that people want to call home.

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The first site, Lowfield Green, is a mixed-use development with 165 new homes. We worked with a visualisation studio to develop CGIs that reflects the range of living options from modern houses, bungalows, apartments, self-build plots and community build plots. Through profiling customers, we created mood boards to create interior shots that appeal to buyers.

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Buying a new home can often be one of the most stressful experiences in adult life. Through our own experience, we completed customer journey mapping to develop a seamless buying process from an intuitive website, impressive marketing suite and tactile print that leaves a lasting impression.

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We designed the Shape Homes York website to be built on the City of York Council's preferred CMS. The website leads with development images accompanied by property information to tempt buyers. Functionality includes an interactive site plan, online registration and mortgage affordability calculator.

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