August 26, 2020
Hayfield has unveiled a refreshed brand and launched a bespoke website to acknowledge the company’s rapid growth and status as the UK’s Best Small Housebuilder.
www.hayfieldhomes.co.uk is the first asset to be unveiled in the comprehensive suite of marketing collateral that is currently undergoing a rebrand. During the autumn, new look brochures, signage, digital displays, adverts, sales lounges and show homes will be launched to fully showcase Hayfield’s refined new look.
Hayfield’s refreshed brand focuses on simplicity. A capital H has become the housebuilder’s new icon, with crisp imagery taking people on a journey through all the stages of development, emphasising the importance placed on skilled craftsmanship, quality and luxury.
Mark Booth, Managing Director of Hayfield said: “Late last year we made history by becoming the first company to ever be crowned Best Small Housebuilder at both the WhatHouse? and Housebuilder Awards. The award wins were the big trigger that prompted us to embark on a strategic marketing review and really consider everything our brand needed to reflect. With Hayfield having grown so rapidly over recent years, we set out to elevate our brand style and our 24/7 shop window – which is essentially what a website is – to meet the heightened aspirations of the company and its customers.
“Hayfield epitomises the definition of a ‘people business’ and we want our customers to see and feel that high level of integrity, experience and passion. By showcasing personalities, we are proud to stand apart from the competition, with the ultimate aim of intensifying the level of brand buy-in when customers make a reservation. But through everything we do and communicate, we want to make it clear that a reservation signals the point at which we take a new customer under our wing and look after their greatest asset.”
The brand refresh and website design were undertaken by Birmingham-based design studio Z3, while the website architecture and build phase was executed by Kent-based iNet Digital. The bespoke website has been designed to be customer-focused and intuitive to navigate and explore.
The theme of Hayfield’s refreshed brand and suite of marketing assets is ‘the art of homemaking’, which is brought alive by artistic black and white photos of the Hayfield team at work.
Mark Booth added “Central to our brief for this brand refresh was for our website and all of our soon-to-be-rolled-out marketing collateral to illustrate the hand-picked exclusivity of owning a Hayfield. From choosing sites in aspirational locations, to designing beautiful spacious family homes that blend into their scenic surroundings, and conveying the huge emphasis on care that we put into our aftersales service, we wanted to capture it all and present it as a story. As a consequence, our refreshed brand has a heightened sense of reality from anything else I’ve seen from a housebuilder. Rather than being a faceless entity, we are proudly showcasing Hayfield’s real people who are working collectively to nurture a great modern-day business success.”
Hayfield is currently constructing 554 luxury homes in Bedfordshire, Buckinghamshire, Cambridgeshire, Oxfordshire, Warwickshire and Wiltshire.
Hayfield is an HBF five-star builder. At the 2019 WhatHouse? Awards, held late last year, Hayfield was crowned Best Small Housebuilder. It won the same accolade at the 2019 Housebuilder Awards, and also scooped the prize for Best Customer Satisfaction Initiative. The company has also won three Pride in the Job NHBC Awards and the prize for Best Family Home under £750,000 at the 2019 Evening Standard New Homes Awards. It also won Residential Developer of the Year at the 2019 Insider West Midlands Awards.