Mitchell Construction was struggling to reach the right audience for the high-end residential side of their business. They had been working with generic, template-based marketing agencies and needed a way to specifically target the wealthy retirees that would be interested in building a home with the right sense of design and style.

Their customers were retirees who definitely weren’t looking to build a starter home…they were building a home to celebrate a life well-lived! A home that would last the rest of their lives, as they hosted their children and grandchildren, making memories with their family.

I created the concepts for two foundational ideas that would appeal to their target audience: “Nostalgia for the Future”, being the experience of the customer, and “Reflecting You In Every Build” as the central position of the brand. Our creative team did an amazing job of fleshing out the messaging from there, and I built an entire brand system, featuring a website and brand video that reached thousands.

The new version of MC Homes’ logo is based on stylized versions of Herb Lubalin’s Avant Garde typeface (which would be immediately familiar, if not recognizable, to retirees of a certain age) and makes use of more muted, rich tones that speak to the luxury feel of the brand. The website also features a unique aspect…instead of one homepage there are three! Three dedicated landing pages (Residential Construction, Commercial Construction, and Renovations) to give the impression that, no matter which service initially brings you to the brand, you never feel like you’re getting a peripheral offering…you’re experiencing a banner service from the brand.