What differentiates one new home from another? The answer became patently obvious from the moment we started working with CALA Homes, one of the UK’s leading housebuilders. From the offset, it was obvious that there is a fundamental difference in the level of consideration they give to every aspect of design and construction. Some new housing developments, for instance, don’t look as if an architect has ever set foot on them. But with CALA Homes, quality of design is the cornerstone of everything they do. From spacious detached homes to stylish apartments, their total focus lies in creating unique design flourishes which can really add to the living experience. We believe that this level of care is truly exceptional and significantly enhances the customer buying experience. In our launch campaign therefore, we decided to make the architect the focus of each communication, along with the positioning line ‘We care about the things you care about’. Just as each CALA property carries the architect’s unique signature, so too did every aspect of our communications, from point of sale to press to radio to online, with the architect himself highlighting key design features and areas of architectural interest within each property. And our big plans for CALA have undoubtedly paid off. In focusing on the unique design strengths of the brand, the campaign was truly distinctive and elevated CALA’s awareness to a new level. In a highly challenging and competitive landscape, CALA continues to outperform other housebuilders in many areas across the UK.