Taylor Wimpey – Building a brand to be
proud of.
Laying foundations
Building a brand to be proud of for Taylor Wimpey.
- Brand Assets
- Brand Building
- Design Concepts
- Design Consistency
- Digital Content
- Digital Marketing
- Video Animation
The objective
Taylor Wimpey has cemented its place as one of the UK’s best known housebuilders. Whilst their people consistently epitomised qualities of engagement, enthusiasm, and commitment, these intrinsic values were not reflected in the brand’s overarching narrative.
This disconnect inadvertently resulted in a brand persona that, despite its operational prowess, lacked the emotive resonance and authentic character that defines a truly impactful brand. They invited Bigkid to refresh their employee brand, a project that was to eventually change the face of both colleague and customer communications across every touch point of the business.
The Proud ethos
The ‘Proud’ ethos is more than mere symbolism; it encapsulates the connection between Taylor Wimpey’s people and their customers, anchored by a singular, emotive idea:
a shared passion for the concept of ‘home.’
‘Proud’ shapes the communities that house our future generations. It makes a positive contribution to the landscape in which Taylor Wimpey build. It goes the extra mile, and at its heart are the foundations on which the brand is built; local builders, craft and heritage.
A Proud journey
Over a span of two years, we designed and built an inclusive e-learning platform, equipping every colleague with the tools to develop their careers, as subject matter experts, mentors and leaders.
We undertook a strategic initiative to re-imagine and redesign 23 regional headquarters, creating inspiring workspaces that not only bolstered productivity but also significantly improved long term employee retention.
A new tone of voice, and a more localised, video and digital-first customer campaign were created, each with their own regional content owners, empowering Taylor Wimpey people to not only access the brand, but live it every day through their employee value proposition.
£500k
saved on brochure
print by year two
A Proud future
Today, the ‘Proud’ ethos is deeply ingrained within Taylor Wimpey brand culture and it resonates far beyond operational excellence.
It actively shapes and influences the communities that stand as testaments to Taylor Wimpey’s enduring legacy. It is evident in the brand’s new interactive marketing suites and show home experiences, their community engagement programmes and their long term place-making and environmental legacy plans.
Why? Because they’re proud to build the places we call home. And it delivers results too – with the cost per lead acquisition down by over £8.
£8
decrease in average
cost per lead
aquisition