Brand & Creative Strategy Consultant

KB Home

Led a cross-functional agency team in the brand revitalization strategy and identity redesign for the leading homebuilder in the United States.

Role

Brand & Creative Strategy Consultant

Category

Real Estate

Company Stage

Enterprise

DISCIPLINES

Brand StrategyConsumer ResearchCreative IdentityGo-To-Market Planning

THE BRIEF

KB Home needed a modern brand strategy to differentiate in a highly competitive homebuilding category. The opportunity was to build the first modern brand identity in the category around a genuine customer service culture, moving beyond functional positioning to something more emotionally resonant and distinctive.

WHAT WE DID

Primary Research

Oversaw intensive nationwide research including focus groups and quantitative studies to understand customer attitudes and the competitive landscape.

Brand Strategy

Developed strategy to articulate KB Home’s positioning and long-term vision in the category.

Creative Identity

Created a new brand identity, tone of voice, and sales tools to communicate the brand’s competitive advantage.

Go-To-Market

Built the new positioning platform and aligned internal stakeholders around the brand’s customer service culture.

THE OUTCOME

KB Home received its first modern brand strategy, a new creative identity, and a positioning platform that clearly differentiated it in the homebuilding category, anchored to a genuine culture of customer service.