Mulberry Homes, a subsidiary of Broadacres Housing Association, creates distinctive new homes and developments across the Midlands, South East and East of England. With a strong focus on quality and customer experience, the brand needs to connect with people making one of the biggest decisions of their lives.
We’ve worked with Mulberry to create a clearer, more consistent brand experience. A new brand bible, guidelines and tone of voice established how Mulberry should look, sound and communicate across every customer touchpoint.
Now we’re bringing that thinking to life. From development brochures and sales materials to organic and paid social campaigns, we’re creating communications that give Mulberry and its developments a recognisable, consistent presence.
The next step is a new website, designed, written and built around the refreshed brand – helping prospective buyers explore developments, understand their options and find the information they need throughout the homebuying journey.
Mulberry now has a clearer, more consistent brand platform that works across its marketing – from development brochures and social content to the way prospective buyers explore homes and find information online.
The new guidelines and tone of voice give the team a shared framework for how the brand looks, sounds and communicates, while ongoing creative and digital activity brings that thinking to life across individual developments.
With the latest paid and organic campaigns now live, it’s too early to measure their full impact. But Mulberry has a more joined-up brand, communications shaped around different homebuyer needs and a new website designed to make exploring developments easier.
Ongoing optimisation will help identify what resonates and inform future activity.
We’ve built a really strong relationship with Wrapped over the years. They understand our organisation inside out and bring that knowledge to everything they do for us – whether it’s our brand and tone of voice, website, print, social or photography. We know we can trust them to deliver.
James Marley, Head of Construction, Broadacres Housing Association.
With two distinct brands – Mulberry Homes for individual sales and Broadacres for shared ownership sales – the business needs a marketing solution that creates consistency but retains the individual style of each.
Throughout our long-term relationship with the team, we’ve handled that dual approach, evolving creative campaigns as the business expands into new target markets.
With homes designed for a vast array of homebuyers, it was clear that a one-size-fits-all approach was never going to fit its marketing approach either. Our digital marketing campaign joins seamlessly with creative design and copywriting with a clear objective: to stand out in a crowded sector.
Plus, a bank of blog posts acts as a jargon-free deeper dive into the options and opportunities available to investors and movers, with everything carefully tailored to the different audiences.
Our all-round service means we’ve also been able to create printed property marketing collateral, including brochures, house type specification sheets and site maps.
