Atlanta Real Estate Forum congratulates David Weekley Homes for winning a Gold OBIE in the Best Brochure – Corporate – Builder/Developer category. Presented by the Atlanta Sales and Marketing Council, the OBIE Awards are the premier awards given in the Atlanta new home construction industry.
The redesign of David Weekley’s corporate brochure provided an opportunity to break out of a sea of competitive sameness. For years, David Weekley Homes was a product and builder brand. The new corporate brochure represents our shift to a lifestyle brand, focusing on the customer experience and bringing in emotions consumers already associate with the idea of home to create a more genuine connection with prospective customers.
Throughout the brochure, lifestyle images shot in David Weekley homes and featuring real homeowners are paired with messages from its brand campaign, “That’s The Weekley Way,” as well as customer quotes about its home and building experience. The images are about more than just what the customer’s home will look like – they speak to how their home will feel, how it will live long after the moving truck is gone. The messaging builds a narrative connection between the builder’s purpose: building dreams, enhancing lives and its impact on the buyer.
The lifestyle images in the brochure deliver a more expansive view of family with a wide variety of homeowners to give the piece universal appeal. The photos include single millennials, young couples in their first home, growing families looking for a larger home to fit their needs and empty nesters looking to downsize.
While the copy highlights unique elements of David Weekley’s home design and building process, the language speaks directly to the customer to emphasize how each feature is painstakingly thought out with them in mind. Quotes from David Weekley homeowners in each section elevate the voice and experience of its customers in an authentic and relevant way.
The redesign gave the builder a chance to ensure the key message, look and feel of the brochure were consistent with its overall brand. The unique design of short pages within the brochure and on the cover creates an additional interactive element with hidden delights revealed as readers lift each page.
The newly rebranded corporate brochure represents a shift not only in the design and copy of the piece, but in the overall approach David Weekley is taking to communicating with customers about its homes. In a market oversaturated with builders talking about themselves and how great their products are, David Weekley’s brochure speaks to the unique design features of its homes in the context of its customers, outlining how every detail has been created with them in mind so they can create not only their dream home, but also their dream lifestyle. Third-party testimonials from homebuyers support the authenticity of the message and lifestyle photos of real homeowners give an inside look into the experience of building with David Weekley and the life awaiting them in their own David Weekley home.
For more information, visit www.DavidWeekleyHomes.com or call 404-481-3865.
The Greater Atlanta Home Builders Association’s OBIE Awards celebrates its 37th anniversary in 2017. The awards began in 1980 and have grown throughout the years to include more than 100 building, remodeling, marketing and personal achievement categories. The OBIE Awards are named after the obelisk shape of the actual award given. To see all of this year’s OBIE award winners, visit www.AtlantaRealEstateForum.com/Category/OBIEs. Make sure to like, share and comment on this story.