Brand Story

A brand inspired

Creating consistency, clarity and clout for a national brand

CBRE’s national stable of 14 large format Homemaker Centres were experiencing low visitation, and an inconsistent, dated brand that no longer reflected the modern home shopper.

Kinc was brought in to establish a brand refresh that retained the existing brandmark, new brand positioning and to create flexibility for individual centres to adapt for local markets. 

Brand Discovery

To understand the centres at a macro and micro level, we deep dived into challenges, opportunities, competitors, shopper profiles, retailer mix and unique proposition.

A brand audit revealed a set of commonalities as well as diversification opportunities we could leverage from in both brand strategy and creation. 

This key insight revealed that to embark on a new direction, rebranding the organisation would open it to new opportunities for engagement.

Brand Strategy

A brand framework including new parent brand ‘Homemakers Centre’ established a consistent
and equitable leverage point for each individual centre to share relevant campaigns.

We created three new brand pillars of lifestyle, accessibility and discovery to successfully position the brand as inspiring and improving the lifestyle of its shoppers. This was backed up by in-centre offerings such as styling events, workshops, cooking demonstrations and community activities.

Our human centred approach looked into understanding customers and improving their experiences with relevant offerings around home, services and food. Our customer journey reviewed onboarding and nurturing, turning visitors into loyal fans.

Brand Creation

A new tagline, ‘Life, inspired’ allowed the brand to own its promise of inspiration. The brand’s new tone of voice was perfectly aligned to its personality – genuine, warm and inspirational.   

These additions came alongside a new, contemporary colour palette, fonts, illustrative icons and aspirational imagery that centre audiences could connect with.

Since its creation in 2018, the refreshed brand has been successfully adopted by nine centres within the Homemaker Centre group.

 

VIEW PROJECT

Brand Discovery

To understand the centres at a macro and micro level, we deep dived into challenges, opportunities, competitors, shopper profiles, retailer mix and unique proposition.

A brand audit revealed a set of commonalities as well as diversification opportunities we could leverage from in both brand strategy and creation. 

This key insight revealed that to embark on a new direction, rebranding the organisation would open it to new opportunities for engagement.

Brand Strategy

A brand framework including new parent brand ‘Homemakers Centre’ established a consistent
and equitable leverage point for each individual centre to share relevant campaigns.

We created three new brand pillars of lifestyle, accessibility and discovery to successfully position the brand as inspiring and improving the lifestyle of its shoppers. This was backed up by in-centre offerings such as styling events, workshops, cooking demonstrations and community activities.

Our human centred approach looked into understanding customers and improving their experiences with relevant offerings around home, services and food. Our customer journey reviewed onboarding and nurturing, turning visitors into loyal fans.

Brand Creation

A new tagline, ‘Life, inspired’ allowed the brand to own its promise of inspiration. The brand’s new tone of voice was perfectly aligned to its personality – genuine, warm and inspirational.   

These additions came alongside a new, contemporary colour palette, fonts, illustrative icons and aspirational imagery that centre audiences could connect with.

Since its creation in 2018, the refreshed brand has been successfully adopted by nine centres within the Homemaker Centre group.

 

VIEW PROJECT