Leading building company Summit Homes has launched a new consolidated brand and website, bringing together seven previously separate identities into one master-brand and website.
Working in close collaboration with agency partners 303 MullenLowe, Initiative and Equilibrium, the website and brand centralisation was developed following detailed research and customer focus groups.
“We know that equity exists in the Summit Brand. We want to capitalise on this, make it really mean something to people and ultimately drive more enquiry and conversion to help us grow market-share,” Group Marketing Manager of Summit Homes, Amanda Bryant said. “The centralisation of our sub-brands under the Summit Homes banner and website also gives us the opportunity to hero our unique positioning – Built around People.”
Managing Director of Equilibrium, Warren Gibbs said the use of data and insights was key to informing the improved user experience of the website.
“Consolidating the Summit brand into a single website was an opportunity to create multiple efficiencies whilst driving performance through an improved user experience,” said Gibbs. “In close collaboration with the Summit team we leveraged data and insights from users to create an experience that will help convert leads into opportunities, and effectively communicate the strength of the Summit brand.”
The new brand positioning will be launched with integrated media partnerships that seek to differentiate Summit Homes in a cluttered and competitive category.
“It’s always empowering for agencies to collaborate with like-minded partners and a progressive business like Summit Homes. Keep an eye out for some smart, distinct and integrated media amplification built around people,” Managing Director of Initiative, Luke O’Sullivan said.
Bryant said she was confident the new positioning and website would enable Summit to strengthen brand cut-through and presence in a tough market.
“Consolidating our Summit brands and websites into a single entity has enabled us to simplify the consumer journey and make it an intuitive one. We’re excited about the opportunity to go to market with a strong build, renovate and develop message.”
Summit brands New Generation Homes and Easystart Homes will continue to be maintained as separate brands.