Harrison Homes: A Fresh Brand for Atlanta’s Boutique Residential, Custom Homebuilder

Brand Building|Content Development|Digital Marketing|infinitee|

Harrison Homes, formerly Harrison Development and Construction, is a luxury, custom homebuilder based primarily in the upscale suburbs of metropolitan Atlanta – including the affluent Brookhaven, Chamblee, Dunwoody and Roswell communities. 

Established in 2007 and still owned/operated by the founding members, the Harrison leadership team approached infinitee to help build a fresh visual identity that better aligned the brand with the premium service, finishes, and design components that are found in each and every Harrison Home built. The new brand needed to represent the highest quality product and be reflective of the design aesthetic that homeowners can expect to receive when they purchase and build their custom dream home with the Harrison Team – as well as position the company in a way that would propel them through the next phase of aggressive business growth.

The “Harrison” name has legacy and a strong industry reputation for being a best-in-class, custom homebuilder. Knowing that Harrison would remain the primary naming system for the overarching brand, our team proposed Harrison Homes as the larger brand – with supporting business hierarchy for the three lines of business offered under that brand: Custom, Construction and Communities.

As part of the brand development process, we established new brand standards for Harrison, including color palette, typography and positioning.

A new website was launched that not only showcased the new brand identity but was visually driven by the beautiful photography assets of the many custom homes Harrison had built over the years. Built as a responsive site, the navigation, content strategy and overall drivers for action all provided an enhanced user experience with quick paths to the most relevant information and direct links to contact a representative for more information. 

These strategies are all the more important in today’s world. With the advent of COVID-19, the attention span of online users has increased due to the limitations of walk-in traffic and in-person tours. Harrison Homes’ website content was designed to be engaging so that potential customers stay on the site longer allowing them to make more informed decisions.

 

With such a strong digital presence in place, we then turned to the printed collateral needs of the Harrison team. Business cards, corporate identity materials and a branded homeowners packet were developed using soft touch papers that not only displayed the visual brand identity in an upscale way but felt rich to the touch – enhancing the overall brand experience through multiple senses.

 

With such a visually appealing product and the new website in place, our team then helped Harrison Homes develop a social media strategy that would help them showcase their current / available homes, as well as tease the market from B2C and B2B perspectives with updates on what’s to come, the Harrison unique points of difference, and personal touches that the Harrison team provide along every step of the homebuilding journey for all three lines of business.

 

Applications showing the full depth and breadth of the new brand’s potential were concepted and presented as additional considerations and opportunities for the Harrison Home team.

Want to know more about how we helped develop this brand for Harrison Homes – or how we can help you reimagine your own brand? Give Vince a call today – 404.231.3481 x114.

Share

Share your thoughts

Your email address will not be published. Required fields are marked *