Champion Homes:brand strategy and identity

Creating a brand that celebrates craftsmanship and quality where some people only see stigma.

One of the US’s biggest names in off-site construction, Champion Home Builders came to us with a brand challenge that would involve a fundamental re-examination of its position in the market.

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A thriving new commercial offering was fast establishing itself as a core part of the business. At the same time, Champion had to be ready to capitalise on the growing opportunities to cater for new communities across the US (and beyond).

Our research revealed that, despite the negative associations some people attach to manufactured housing, there are many compelling reasons to buy these homes – and be proud of them. We wanted Champion to feel empowered by our findings; to confidently tell the world that it makes these homes better than anyone else. And that there was no need to be apologetic about it.

“The Frameworks were extremely thorough in their work and we were highly impressed with the results. They solved problems we didn’t even know we had.”
Mark Yost, Champion CEO

We developed an entirely new identity for the business, crafting a new logo and an elegant strap line that underpinned Champion’s absolute commitment to quality and precision. We advised Champion to consolidate its family of subsidiaries into ten, and crafted individual sub-brands for each of them. While distinct in look and feel, each of these identities remained aligned to the master brand. And just like Champion’s housing, the brand family came together – beautifully.