Champion unveils its new brand positioning: Manufactured Beautifully
Now is the right time to drive consistency across our brand family.
Troy, MI (PRWEB) March 26, 2014
Champion Home Builders, a leading provider in off-site residential and commercial construction in North America, has re-examined its brand position, to highlight its unique methods and experience, and emphasize its passion for the finer details.
A new visual identity and creative approach, underpinned by the concept “Manufactured Beautifully,” is due for roll out this April. The refreshed brand conveys the notion that everything Champion puts its name to is manufactured beautifully, magnifying Champion’s detail and precision while celebrating its flexibility, efficiency, value, choice and above all, quality.
This stamp of Champion’s commitment to quality will extend across each of its sub-brands to align them under one overarching umbrella brand, effectively building brand unity and consistency. Accordingly, ten brand identities have been refreshed for a rationalized and consolidated portfolio of Champion brands.
The creative process included a review of all visual and written materials, resulting in the introduction of a modern, clean and confident color palette, together with a new, more human style of photography. Details, angles, color and texture will combine to bring warmth, humanity and fresh perspectives to a multitude of Champion spaces, whether it is a commercial space or luxury family home.
The creative concept and new visual identity was designed by The Frameworks, an international brand-focused marketing and communications agency noted for its strategic thinking and creative excellence.
Jack Lawless, CEO of Champion comments: “After a period of intense growth, now is the right time to drive consistency across our brand family. The Frameworks has done an outstanding job at pulling Champion together under one strong visual identity, one that celebrates the true and fantastic value of manufactured and modular buildings.”
"The strengthening of our sub-brands will better support our retailer’s efforts to stand out in a competitive marketplace. The new images, creative content, and refreshed brand logos will all serve to provide our retailers with the strongest marketing collateral we have offered, said Kevin Flaherty," Champion’s VP of Marketing.
About Champion
Champion was founded over 50 years ago and today is one of the largest factory home builders in North America. Headquartered in Michigan, the company has 30 manufacturing facilities throughout the US, Canada and the United Kingdom, and over 4,200 employees. Its current offerings include manufactured homes, modular homes, townhouses, duplexes as well as wood and steel-framed modular buildings for commercial use. There are ten brands within Champion including: Silvercrest, Titan Homes, Redman Homes, Homes of Merit, Atlantic Homes, Athens Park Homes, Dutch Housing, New Era, Carolina Building Solutions, and Highland Manufacturing. http://www.ChampionHomes.com