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Brand Strategy, Brand Identity & Website Project
The Challenge
Inhaus are a residential development company
that came to us with a problem. Whilst potential
buyers loved the fact that the houses they
made were made to the highest standards of
environmental engineering, they weren’t willing
to pay more for it.
The Approach
We held 25, 30-minute interviews with individuals who had
differing relationships with InHaus. Investors, realtors, people
who’d bought from them previously, and potential new buyers
were all involved.
In addition we ran a full competitor audit to understand market
trends, and desk research into Passive house, and other leading
environmental design standards to understand the customer
benefits of these practices.
The last innovation in payroll
was 1867, when we moved
from paying employees
with precious metals to
cash or cheque.
What became clear was that people
weren’t willing to pay more for the higher
standard of design because before the
development was built, they couldn’t
picture it - how would it make the room
look different? Or feel different?
We needed to shift the narrative of the
benefits of environmental design from
one of energy efficiencies and material
innovations (that developers find
interesting) to one of brighter, warmer,
more natural spaces (that buyers
find interesting).
The Insight
The Solution
We decided that a re-naming process was going
to be important to shift the image away from hard
engineering to a more natural, human image.
Beyond the name, we wanted to create a graphic
identity that referenced scandinavian design - the
birthplace of much environmental design thinking,
and linked to InHaus’ European heritage - as well as
one that could use light, materials and flora & fauna
that could keep the environmental message central
to the brand.
BEFORE AFTER
Modern Money Movement.
PMS: 158
RGB228: 126 26
HEX/HTML: E47E1A
CMYK: 0 62 95 0
PMS: 1365
RGB: 237 174 90
HEX/HTML: EDAE5A
CMYK: 0 34 76 0
PMS: 3945
RGB244: 228 44
HEX/HTML: F4E42C
CMYK: 3 0 90 0
PMS: 2985
RGB: 96 194 224
HEX/HTML: 60C2E0
CMYK: 60 0 3 0
PMS: 801
RGB: 0 154 206
HEX/HTM: L009ACE
CMYK: 85 0 8 0
RGB: 65 64 66
HEX/HTML: 414042
CMYK: 0 0 0 90
Core Brand Colours
PMS: 550
RGB: 140 182 202
HEX/HTML: 8CB6CA
CMYK: 42 7 8 8
PMS: 495
RGB: 237 191 203
HEX/HTML: EDBFCB
CMYK: 0 32 6 0
PMS: 584
RGB: 208 215 65
HEX/HTML: D0D741
CMYK: 21 0 89 0
PMS: 1788
RGB: 222 83 70
HEX/HTML: DE5346
CMYK: 0 88 82 0
PMS: 142
RGB: 242 191 76
HEX/HTML: F2BF4C
CMYK: 0 24 78 0
PMS: 7569
RGB: 221 146 36
HEX/HTML: DD9224
CMYK: 0 45 100 6
PMS: 584
RGB: 208 215 65
HEX/HTML: D0D741
CMYK: 21 0 89 0
PMS: 360
RGB: 124 187 90
HEX/HTML: 7CBB5A
CMYK: 63 0 84 0
PMS: 565
RGB180 214 203
HEX/HTMLB4D6CB
CMYK: 30 0 18 0
PMS: 1788
RGB: 222 83 70
HEX/HTML: DE5346
CMYK: 0 88 82 0
PMS: 495
RGB: 237 191 203
HEX/HTML: EDBFCB
CMYK: 0 32 6 0
PMS: 550
RGB: 140 182 202
HEX/HTML: 8CB6CA
CMYK42 7 8 8
PMS: 142
RGB: 242 191 76
HEX/HTML: F2BF4C
CMYK: 0 24 78 0
PMS: 573
RGB: 202 226 214
HEX/HTML: CAE2D6
CMYK: 20 0 14 0
PMS: 212
RGB: 223 103 151
HEX/HTML: DF6797
CMYK: 0 78 8 0
PMS: 360
RGB: 124 187 90
HEX/HTML: 7CBB5A
CMYK: 63 0 84 0
PMS: 7687
RGB: 38 69 131
HEX/HTML: 264583
CMYK: 100 78 0 18
PMS: 357
RGB: 28 86 48
HEX/HTML: 1C5630
CMYK: 92 18 94 61
PMS: 360
RGB: 124 187 90
HEX/HTML: 7CBB5A
CMYK: 63 0 84 0
PMS: Black 6
RGB: 32 39 44
HEX/HTML: 20272C
CMYK: 100 79 44 93
PMS: Pink
RGB: 214 37 152
HEX/HTML: D62598
CMYK: 18 87 0 0
PMS: 660
RGB: 57 117 183
HEX/HTML: 3975B7
CMYK: 88 50 0 0
PMS: 2767
RGB: 38 44 74
HEX/HTML: 262C4A
CMYK: 100 90 10 77
PMS: 5483
RGB: 80 142 150
HEX/HTML: 508E96
CMYK: 65 11 25 27
PMS: 142
RGB: 242 191 76
HEX/HTML: F2BF4C
CMYK: 0 24 78 0
PMS: 7417
RGB: 218 87 60
HEX/HTML: DA573C
CMYK: 1 83 85 0
PMS: 477
RGB: 105 68 52
HEX/HTML: 694434
CMYK: 23 75 78 69
PMS: 2767
RGB: 38 44 74
HEX/HTML: 262C4A
CMYK: 100 90 10 77
PMS: 584
RGB: 208 215 65
HEX/HTML: D0D741
CMYK: 21 0 89 0
PMS: 2767
RGB: 38 44 74
HEX/HTML: 262C4A
CMYK: 100 90 10 77
Colour Hacks
RGB: 226 34 115 HEX/HTML: e22273 CMYK: 0 100 12 0 RGB: 245 163 59 HEX/HTML: f5a33b CMYK: 0 34 85 0 RGB: 244 231 45 HEX/HTML: f4e72d CMYK: 5 0 90 0
RGB: 16 86 235 HEX/HTML: 10baeb CMYK: 63 0 1 0 RGB: 0 113 188 HEX/HTML: 0071bc CMYK: 86 43 0 0
RGB: 244 161 59 HEX/HTML: f4a13b CMYK: 0 35 85 0 RGB: 231 100 23 HEX/HTML: e76417 CMYK: 0 70 100 0
Employee
Employer
Corporate
Gradients
Photography
Headline
Nomadic font / Variable font
Call Out Copy
Norpeth demi-bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Body Copy
Norpeth book
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Corporate Font
Jonathan Hill designed Norpeth in 2011. A modern humanist sans serif typeface. The proportions
of each character have a strong lateral dynamic that makes it ideal for on screen uses. Also
consistent stroke contrast is used throughout each weight to maintain an optical balance.
Typography
Typography Hacks
Graphic Devices
Corporate Brand
good
morning
02/02 02/02
02/02
Employer Brand
Employee Brand
02/02
life
in an
instant
instant.co
Get paid your way. Suscipit lobortis nisl
ut aliquip ex ea commodo consequat.
Lorem ipsum dolor sit amet, consectetuer
adipiscing elit, sed diam nonummy nibh.
www.frankstrategy.ca

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Frank Strategy - Instant Case Study

  • 1. Instant Brand Strategy, Brand Identity & Website Project
  • 2. The Challenge Inhaus are a residential development company that came to us with a problem. Whilst potential buyers loved the fact that the houses they made were made to the highest standards of environmental engineering, they weren’t willing to pay more for it.
  • 3. The Approach We held 25, 30-minute interviews with individuals who had differing relationships with InHaus. Investors, realtors, people who’d bought from them previously, and potential new buyers were all involved. In addition we ran a full competitor audit to understand market trends, and desk research into Passive house, and other leading environmental design standards to understand the customer benefits of these practices. The last innovation in payroll was 1867, when we moved from paying employees with precious metals to cash or cheque.
  • 4. What became clear was that people weren’t willing to pay more for the higher standard of design because before the development was built, they couldn’t picture it - how would it make the room look different? Or feel different? We needed to shift the narrative of the benefits of environmental design from one of energy efficiencies and material innovations (that developers find interesting) to one of brighter, warmer, more natural spaces (that buyers find interesting). The Insight
  • 5. The Solution We decided that a re-naming process was going to be important to shift the image away from hard engineering to a more natural, human image. Beyond the name, we wanted to create a graphic identity that referenced scandinavian design - the birthplace of much environmental design thinking, and linked to InHaus’ European heritage - as well as one that could use light, materials and flora & fauna that could keep the environmental message central to the brand.
  • 6.
  • 9. PMS: 158 RGB228: 126 26 HEX/HTML: E47E1A CMYK: 0 62 95 0 PMS: 1365 RGB: 237 174 90 HEX/HTML: EDAE5A CMYK: 0 34 76 0 PMS: 3945 RGB244: 228 44 HEX/HTML: F4E42C CMYK: 3 0 90 0 PMS: 2985 RGB: 96 194 224 HEX/HTML: 60C2E0 CMYK: 60 0 3 0 PMS: 801 RGB: 0 154 206 HEX/HTM: L009ACE CMYK: 85 0 8 0 RGB: 65 64 66 HEX/HTML: 414042 CMYK: 0 0 0 90 Core Brand Colours
  • 10. PMS: 550 RGB: 140 182 202 HEX/HTML: 8CB6CA CMYK: 42 7 8 8 PMS: 495 RGB: 237 191 203 HEX/HTML: EDBFCB CMYK: 0 32 6 0 PMS: 584 RGB: 208 215 65 HEX/HTML: D0D741 CMYK: 21 0 89 0 PMS: 1788 RGB: 222 83 70 HEX/HTML: DE5346 CMYK: 0 88 82 0 PMS: 142 RGB: 242 191 76 HEX/HTML: F2BF4C CMYK: 0 24 78 0 PMS: 7569 RGB: 221 146 36 HEX/HTML: DD9224 CMYK: 0 45 100 6 PMS: 584 RGB: 208 215 65 HEX/HTML: D0D741 CMYK: 21 0 89 0 PMS: 360 RGB: 124 187 90 HEX/HTML: 7CBB5A CMYK: 63 0 84 0 PMS: 565 RGB180 214 203 HEX/HTMLB4D6CB CMYK: 30 0 18 0 PMS: 1788 RGB: 222 83 70 HEX/HTML: DE5346 CMYK: 0 88 82 0 PMS: 495 RGB: 237 191 203 HEX/HTML: EDBFCB CMYK: 0 32 6 0 PMS: 550 RGB: 140 182 202 HEX/HTML: 8CB6CA CMYK42 7 8 8 PMS: 142 RGB: 242 191 76 HEX/HTML: F2BF4C CMYK: 0 24 78 0 PMS: 573 RGB: 202 226 214 HEX/HTML: CAE2D6 CMYK: 20 0 14 0 PMS: 212 RGB: 223 103 151 HEX/HTML: DF6797 CMYK: 0 78 8 0 PMS: 360 RGB: 124 187 90 HEX/HTML: 7CBB5A CMYK: 63 0 84 0 PMS: 7687 RGB: 38 69 131 HEX/HTML: 264583 CMYK: 100 78 0 18 PMS: 357 RGB: 28 86 48 HEX/HTML: 1C5630 CMYK: 92 18 94 61 PMS: 360 RGB: 124 187 90 HEX/HTML: 7CBB5A CMYK: 63 0 84 0 PMS: Black 6 RGB: 32 39 44 HEX/HTML: 20272C CMYK: 100 79 44 93 PMS: Pink RGB: 214 37 152 HEX/HTML: D62598 CMYK: 18 87 0 0 PMS: 660 RGB: 57 117 183 HEX/HTML: 3975B7 CMYK: 88 50 0 0 PMS: 2767 RGB: 38 44 74 HEX/HTML: 262C4A CMYK: 100 90 10 77 PMS: 5483 RGB: 80 142 150 HEX/HTML: 508E96 CMYK: 65 11 25 27 PMS: 142 RGB: 242 191 76 HEX/HTML: F2BF4C CMYK: 0 24 78 0 PMS: 7417 RGB: 218 87 60 HEX/HTML: DA573C CMYK: 1 83 85 0 PMS: 477 RGB: 105 68 52 HEX/HTML: 694434 CMYK: 23 75 78 69 PMS: 2767 RGB: 38 44 74 HEX/HTML: 262C4A CMYK: 100 90 10 77 PMS: 584 RGB: 208 215 65 HEX/HTML: D0D741 CMYK: 21 0 89 0 PMS: 2767 RGB: 38 44 74 HEX/HTML: 262C4A CMYK: 100 90 10 77 Colour Hacks
  • 11. RGB: 226 34 115 HEX/HTML: e22273 CMYK: 0 100 12 0 RGB: 245 163 59 HEX/HTML: f5a33b CMYK: 0 34 85 0 RGB: 244 231 45 HEX/HTML: f4e72d CMYK: 5 0 90 0 RGB: 16 86 235 HEX/HTML: 10baeb CMYK: 63 0 1 0 RGB: 0 113 188 HEX/HTML: 0071bc CMYK: 86 43 0 0 RGB: 244 161 59 HEX/HTML: f4a13b CMYK: 0 35 85 0 RGB: 231 100 23 HEX/HTML: e76417 CMYK: 0 70 100 0 Employee Employer Corporate Gradients
  • 13. Headline Nomadic font / Variable font Call Out Copy Norpeth demi-bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Body Copy Norpeth book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Corporate Font Jonathan Hill designed Norpeth in 2011. A modern humanist sans serif typeface. The proportions of each character have a strong lateral dynamic that makes it ideal for on screen uses. Also consistent stroke contrast is used throughout each weight to maintain an optical balance. Typography
  • 16.
  • 17.
  • 19.
  • 20.
  • 23.
  • 24.
  • 25.
  • 26.
  • 28.
  • 29.
  • 30.
  • 32. 02/02
  • 33.
  • 34. life in an instant instant.co Get paid your way. Suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh.
  • 35.