In the twenty-one years since twin brothers John and Jim McKenzie founded the McKenzie Collection, the company has earned a reputation for custom homes that exhibit a high level of craftsmanship and service that demonstrates a deep pride in making each client’s homebuilding experience as enjoyable as possible. And as they emerged from the recent recession and housing crash, McKenzie needed to refresh their look and messaging to attract new, affluent homebuyers who appreciate high quality work, clear communication, and a conscientious but unfussy approach to design.
McKenzie’s previous logo was elegant and classic, two things we know their target demographic can appreciate. But in the spectrum of home builder logos, it didn’t reflect the one-of-a-kind nature of McKenzie’s work or the warm, engaging character of their people. With that in mind, we refashioned the McKenzie logo with an angular, architectural custom typeface and an open, designer-label feel.
McKenzie’s new website is a virtual “home” base for potential clients to immerse themselves in McKenzie’s portfolio of available neighborhoods, floor plans, and homes. They can also browse the website’s Design Studio, a collection of galleries featuring new photography of McKenzie’s most impressive homes. We also paid special attention to optimizing the website for mobile traffic, because you never know when potential clients might be looking for their next home.
We also knew from interviewing McKenzie clients that the value of a custom, quality build can only be expressed so far in words; it’s seeing the design possibilities in person or in photos that enables people to imagine themselves at home. So we coordinated in-house photo shoots and video shoots with current McKenzie homeowners, whose custom homes speak volumes about their pride of ownership and the quality of McKenzie’s work.
As McKenzie knows, nothing says “high-end” like careful attention to details and finishes. We took the same approach with their new brand, and we look forward to putting it into play in the new year.