Versatile has over 40 years building experience in New Zealand. Their expertise in the industry delivers quality homes, garages, carports, sleepouts, studios and farm buildings. Today, the Versatile network encompasses over 30 franchises across the country who manufacture and distribute thousands of buildings every year. Hugely successful in the garage and farm building segments, Versatile wanted to develop a new strategy to align with their fast-growing homes business. They needed to broaden the public perception of their brand from a manufacturer of carports and garages, to a progressive building business, whose products are designed indirect response to how Kiwi’s want to live.
We conducted in-depth ethnographic research to uncover customers’ core living requirements. Using this information we worked closely with Versatile’s architectural designers to define four new homes ranges that would better fit New Zealander’s needs. Based on the strategic insights, we undertook a brand refresh to better reflect the new ‘Building Better’ philosophy. We rebuilt their website to better reflect the new business strategy and understanding of the customer journey. This involved running stakeholder workshops and a deep level analytics audit to inform design, navigation and usability. The brand refresh was supported by an integrated traditional and digital media strategy.
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