Express is a home building company within the Ventura Homes Group of companies. Rhythm was appointed to rebrand the company and we started with some foundational strategy to assess the issues and determine the true identity of Express.
One of the difficulties with defining the company was also their greatest avenue for success – they cater to a wide variety of buyers. From first home buyers looking for a house and land package, through to down-sizers and everything in between, Express has the product to help, with some unique styles, options and approaches to offer a genuinely different offering.
When the company was first named, ‘Express’ was chosen to highlight the fast build times needed to produce the fully framed product. Over time, however, the name (and brand) evolved to become more about the ability to custom build and ‘express’ yourself through one of their homes.
Rhythm rewrote the company’s brand story and set about designing a new identity that better reflected the balance of style and market accessibility. Whilst the benefits of short build times still apply to certain products within Express, the brand pivoted towards affordable, personalised style and quality.
As the brand was rolling out across all the usual touchpoints, Rhythm worked with Carat Media and the Express marketing team to develop a launch campaign to suit a limited timeline and budget. Media channels included catch up TV, digital and outdoor – so the approach needed some clever thinking. In order to maximise the budget, and deliver a multichannel campaign, talent from the preceding brand lifestyle photoshoot were engaged for the video component, and the existing images used across the static media outputs. This built our assets into one larger cohesive library of video and still imagery. The new TVC was based around interview style questions, and the team intentionally filmed an extended amount of footage that could be filed and saved for further use.
“We needed to design a brand that stood out from the crowd – it needed to look fairly high end but yet still accessible to a first home buyer. A great brand is so much more than a logo or a bit of advertising. Great brands have genuine soul and an idea the customer can buy into. The sass or humour shown in the images, the typography, the passionate yet real copywriting all add together to form this brands market identity.”
– Express Living Homes
Creative Director: Adam Rule
Copywriter: Tom Wilson
Art Director: Adam Cannell
Photographer: Allan Myles
Account Manager: Amber Sims
Producer: Jess Parker
2nd A/D: Lauren Brunswick
1st A/C: Dan Stone
Crew: Eduardo Martinez / Henry Richards
Wardrobe: Nicole Ferraro
Hair & Make-Up: Kate Anderson
Sound Recordist: Tym Sanders
Post Sound: Justin Braine