A rebrand that housing units feels at home with

The problem...

Housing Units is an institution in the North West for home furnishings – celebrated for their wide variety of style, product range and amazing team of people.

But, it was time to breathe new life into their brand, contemporising it to heighten engagement from existing customers and acquire new ones. With such a rich history of personable, friendly and expert service around the local area, maintaining this authenticity in the brand was crucial.

Watch the story of the rebrand...

How we solved it...

We used our BE.BRAND model and BE.CREATE Behavioural Opportunities Model to identify how the brand should move forward. With an already strong customer base any new approach needed to build on the heuristics of the existing brand, ensuring they still relate to what they know and love about Housing Units. At the same time it needed to bring a new approach to differentiate from competition to bring in new customers.

Creative Outcome...

We took hold of every part of the brand, embedding a whole new brand design, tone of voice and way of celebrating their extremely passionate people.

We created a new brand positioning around their people, products and departments. By harnessing a simple but effective new brand line “The Home Department Store” the brand grew and developed into a celebration of each and every department, customer experience and celebration of the passionate people behind the scenes and on the shop floor.

Success...

The new branding went live during the Winter Sale Preview Event in December 2017. Housing Units broke its daily in store sales record on the first day of the Preview Event and on the same day also experienced its biggest ever day of online sales.

The Preview Event, which lasted 4 days, saw a 3% increase in sales compared with 2016’s Preview Event with furniture sales alone up 16% year on year.

"furniture sales alone up 16% year on year."