For Immediate Release 02.10.10
For more information, contact:
Matt Hutton : 217.351.6700
Champaign, Illinois, February 10, 2010 — Times are tough in the housing world. Money is tight. Construction is down. And there's a large surplus of available homes in the market. Which means good branding is now more important than ever. Because when there are fewer homes being sold, you want to make sure that those homes are yours.
"I don't think a lot of people fully understand the power of branding," explains Matt Hutton, creative director and principal of Spinlight, the agency behind Newline's new look. "Great branding is why companies like Apple make good money in bad times. There are really just two reasons why their story is different — they have an insanely great product, and they have a brand that people want. Dell, Acer, Gateway — all of those companies sell computers. But Apple sells a brand. Which gives them a lot of strength in downturn markets like the one we're seeing now.
"The situation is similar for Newline when it comes to products. They make beautiful homes with rich, handcrafted details that you just don't normally see at that price point. That makes our job easy. They have a great product and a great story. We just had to tell their story to customers looking for great homes."
The job of "telling the story" began with a complete refresh of the company's marketing in 2009, starting with the company's corporate identity and property signage. Once that process was completed, Spinlight began developing a highly experiential website, with dynamic content that walks potential buyers through the home building experience and makes them feel comfortable and excited about the process. For Newline, that was critical, because walls are built on foundation, but homes are built on trust.
"A home is more than four walls and a door," says Dan Schael, president of Newline Homes. "It's where your life unfolds. It's where everyone goes at the end of the day to kick off their shoes and watch a movie on the couch. At the office, time is measured in due dates and deadlines. But when you're home, life is measured in little things like the pencil marks on the wall that tell you your kids are growing up way too fast. It's those experiences that are at the heart of building and owning a home. And you can just tell from this website that Spinlight really gets that."
In addition to information on new home construction, the new site enables visitors to explore newly constructed homes that are available for purchase, with animated pictures that really offer a sense of what the homes are like, inside and out. And with all of those elements combined, Newline has all the tools they need to carve out a unique niche in the market.
"It's stunning." Says Dan. "I mean it. It just looks great. And it just really has this aesthetic sense that matches us and who we are as a company. We build because we're passionate about homes, and that passion comes through each page. But yet, it still has all of the practical things that people need to know when they're looking to buy or to build a new home. It's all right there. And it all just works."
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About Spinlight Studio
Since its founding in 2000, Spinlight Studio has won over 150 local, regional and national awards, including 46 American Graphic Design Awards and 48 ADDYs. Located on South Staley Road in Champaign, the company offers a full range of print, broadcast and digital marketing services for a range of local and regional clients.