DNA is a new concept in home ownership. East Thames collaborated with award-winning architect Make, to allow first time buyers to design their own home. Whist other private developers have tried watered down versions before, the DNA concept allows buyers to sit with an architect and design the layout of their home, even change the look of the exterior.
East Thames approached us to create a new brand name, the look and feel of which could be used for all future custom build developments. Genetics inspired us when choosing a new brand for this concept. Our DNA is what makes us unique from the person next to us. We coupled this with the strapline ‘Homes as individual as you are. We implemented this idea into a full online/offline campaign. Our challenge was to promote the concept of ‘design your own home’ without using an image of exactly how the homes might look. We did this by using a mix of CGI and illustration, complete with annotations to show buyers at a glance that they really could design the home they wanted to live in.
The homes were snapped up at the first two launches.