EVALUATION:
We're on a mission to help solve the UK housing crisis.
When we first met them, Frontier Hub, as they were then called, were keen to stress that they want to make a difference to the UK housing market.
Essentially it's completely broken, with just a few players controlling demand, by not building the houses they already have planning permission for.
The figures are staggering. Against the backdrop of a government target to build 300,000 new homes each year,
ONLY 43% OF NEW HOMES APPROVED BY PLANNING IN THE PAST 5 YEARS, HAVE ACTUALLY BEEN BUILT!
Had they delivered on every one of the approved planning application since 2010, developers could have built an extra 236,170 homes every year.
DIFFERENTIATION:
Built in a factory for better social impact.
The business uses the very latest techniques to build housing components in a factory, before delivering to site for final assembly.
This offers a huge number of important benefits including better quality and shorter build cycles to name but two. Not only this but it releases capital much faster too.
The business is already working with Local Authorities & Housing Associations, SME Developers, NHS Trusts, Pension Funds and Care Home Providers.
What makes this business different is their focus on making a difference. They value social impact alongside profit as a way of measuring their success.
EXPRESSION:
A change of name to reflect the new brand proposition.
Together with the client, Kernel Mustard developed a number of key propositions during the Differentiation stage;
- Helping to solve the UK housing crisis.
- Driving change in construction.
- Building desirable homes. Better. Faster.
- Creating and enhancing communities.
So we felt a new name was needed to better communicate the brand. After some debate we selected the name BILDOO.
BILDOO quickly communicates an action oriented, modern business, and one that is growing fast.
ACTIVATION:
Focus the brand on the impact on home owners.
To fully communicate the BILDOO brand, we wanted to place the home owner at the very heart of the creative approach.
We therefore included a roof in the identity, changing the i to depict a person. This is central to the philosophy of the business and we further integrated this into marketing materials by showing people in their homes at least as often as any technical building images.
It's early days for BILDOO but they continue to grow apace, with enquiries coming from all parts of their target market.