Mulberry Homes: Reimagining Identity

Mulberry Homes has built a strong reputation for excellence, but maintaining brand consistency across multiple sites, platforms, and customer touchpoints remains a challenge. In today’s fast-moving digital and physical landscape, every interaction—whether visual, tonal, or experiential— must reinforce the same core brand values.

While the Mulberry Homes logo remains a powerful symbol, the surrounding brand collateral has become disparate. With ongoing developments in different regions, inconsistencies have emerged, creating a disconnect between their brand’s promise of reliability and the way it is presented to customers.

Mulberry Homes faced a critical challenge: how to revitalise and unify their brand identity across all touchpoints?

With multiple developments in different regions, inconsistencies in branding were creating a disconnect between their reputation for reliability and the way their brand was perceived. Mulberry needed to establish a seamless, cohesive brand presence that not only reinforced their core values but also ensured consistency across every customer interaction. The ultimate goal? To enhance visibility, strengthen their market position, and set them apart from their competition.

To achieve their ambitious goals, Mulberry Homes sought a strategic partnership with PDS, an agency that understood their brand and could be trusted to execute a seamless transformation. The project commenced with an in-depth brand audit,

allowing PDS to gain a comprehensive understanding of Mulberry’s aspirations, current branding across multiple sites, and the customer journey from initial contact to final purchase.

To establish a stronger, more cohesive identity, the PDS creative team meticulously updated and expanded Mulberry Homes’ brand guidelines. This new framework provided a clear structure for designers and ensured brand consistency across all developments. Standardised visual elements were introduced, reinforcing a uniform identity across marketing materials, signage, and digital platforms.

To further elevate the quality of printed materials, PDS incorporated premium printing and finishing techniques such as foil blocking, reinforcing the elegance and sophistication of the brand. This refined approach extended across all marketing collateral, including brochures, plot cards, letterheads, and point-of-sale materials—each meticulously designed to maintain a uniform brand presence across different regions.

Recognising the importance of a streamlined approach, PDS implemented a set of strategic changes to Mulberry Homes’ printed collateral. First, all printed materials were unified in size and material stock, creating a consistent and recognisable look and feel. The design team placed high-quality, full-page imagery of Mulberry’s properties at the forefront, allowing the beauty of their homes to speak for themselves. A professional yet classic aesthetic was achieved using white space, eliminating visual clutter and ensuring a refined presentation.

Beyond traditional marketing materials, PDS also leveraged its extensive resources to design, source, fulfil, store, and deliver first-class welcome hampers for new homeowners. These hampers served as a tangible extension of the Mulberry Homes brand, offering a heartfelt token of appreciation while reinforcing the company’s commitment to quality. Just as with their homes, every detail of these welcome hampers was crafted to reflect excellence and care.

The brand refresh delivered tangible and far-reaching results for Mulberry Homes. By implementing a structured, cohesive approach, they achieved:

• A unified brand presence across all developments, ensuring consistency from digital touch points to physical marketing materials.

• Enhanced customer perception, reinforcing trust and professionalism within the housing market.

• Stronger internal brand recognition, ensuring that employees and partners aligned with the refined brand vision.

• Increased customer confidence, leading to better word-of-mouth marketing and brand loyalty.

The successful execution of this project addressed the challenges of a fragmented brand identity, replacing inconsistency with a polished and professional presence. Customers now associate Mulberry Homes with reliability, quality, and attention to detail—factors that drive loyalty and position the brand as a market leader.

By consolidating their branding approach, Mulberry Homes has not only strengthened their competitive positioning but also gained a clearer understanding of their market value. With a solid foundation in place, they are now well-equipped to sustain their growth and uphold their refined brand image in the years to come. Most importantly, the structured brand framework ensures that no matter who represents Mulberry Homes moving forward, the brand will continue to be portrayed with clarity, consistency, and excellence.