Crafting a unique proposition and brand story, to resonate with the region’s communities and potential home buyers.
Background
Kinsted is a 30-year partnership aimed at building new homes on surplus land assets and brownfield sites across West Sussex to provide homes for the people of West Sussex. While their name and initial visual identity had been created by another agency, the brand lacked a connection to the region’s distinctive coastal, countryside, and urban qualities. They required a stronger brand proposition to reflect local sentiment, engage diverse audiences, and foster positive perception of the scheme.
Strategy
To evolve Kinsted’s brand, we conducted in-depth audience research, analysing local and regional demographics to uncover what would resonate with the communities of West Sussex. Using these insights, we enhanced the visual identity to create a unique, regionally inspired design that felt authentic and compelling to local audiences and potential home buyers.
Through a series of workshops, we helped define Kinsted’s brand personality – ensuring it would be memorable and evoke positive sentiment. This also informed the creation of brand and content pillars tailored for different audiences, from local communities to home buyers. Providing a framework for engaging audiences, building advocacy, and supporting future sales.
Our phased approach included the development of a modern, user-friendly website, a targeted social media strategy, and a PR campaign to effectively launch the brand.
Alongside the brand development, we have also delivered planning communications for several sites coming forward, helping to establish transparency and strengthen trust with local communities.
The
results.
Kinsted reflects the unique characteristics of West Sussex while resonating with diverse audiences. The refreshed narrative and identity position the brand for long-term engagement and support. Our planning communications and integrated marketing efforts have further increased local engagement, driving momentum for key development sites, and strengthening Kinsted’s presence in the market.
