MANIFESTO
Thank you for taking the time to experience MN Custom Homes. I believe that you will get a sense for the distinct craftsmanship in each of our enduring designs throughout your tour. We strive to be on the cutting edge of innovation while maintaining a style that stands the test of time. We understand what local buyers are looking for including ample natural light, high ceilings, open floor plans and amazing spaces for entertaining family and friends. We build thoughtful homes that inspire community, which includes our financial contributions and employee service days to Jubilee REACH, an amazing non-profit that serves students and community members. As a locally owned company who lives, builds and invests on the Eastside we have a heart for reaching those in need.
SHAUN MCFADDEN CEO & CO-FOUNDER
INTRODUCTION
One of the key priorities for a successful brand is a consistent presentation which everybody recognizes straight away. Irrespective of where and when someone encounters the brand, be it a consumer or business partner, in print, direct mailing, and in digital form he/she must always feel the same way.
It can only be MN Custom Homes, based on type color & aesthetic. This will take discipline and consistency, but establishing that brand narrative is key.
The brand - as idea, promise and experience - must fully fill 5 standards:
1 IT must be relevant to a real or projected need.
2 IT must be deliverable. 3 It must be credible.
4 IT must be differentiating.
5 IT must be both inspired and inspiring.
The identity comprises a very simple kit of parts which used together carefully with the correct relationship will form the distinctive visual expression of the MN Custom Homes brand. This document outlines the components, their structure and their relationships which will help you apply the MN Custom Homes brand consistently across all communications. Every detail of the MN Custom Homes brand identity has been created to ensure that it is expressive of the brand and it's values. The identity is designed to meet the future challenges of a competitive business and to connect naturally to our customers.
OUR MISSION
Thoughtful homes that inspire community.
OUR VALUES
Own Your Contribution
Collective success through owning our individual roles. Employees are empowered to take responsibility and own the results, as well as challenge the status quo when things can be done better.
Exceptional quality. We are committed todelivering a quality product every time.
Customer conscious. Every role here has a customer and a duty to provide them with exceptional service, regardless if our customer is internal or external.
Growth Mindset
Learn from failure and challenges. We welcome feedback and see failures as learning moments, and challenges as growth opportunities.
MN is a learning culture. We are committed to providing opportunities for our employees to grow and develop, both personally and professionally.
Development is a collaborative. You care about your development as much as we do and help drive it.
Character Counts
All are welcome. We treat everybody with dignity and respect. Integrity. We act ethically and honestly, period.
Community engagement. We believe in being the neighbors we’d want to have. We care and give back.
Our brand values reflect our core ideologies and drive the decisions we make. They act as a reality check which helps us ensure that design, photographic and written communications express the unique character of MN Custom Homes. Every piece of work needs to encapsulate and express something what we must live and breathe and reflect in all marketing & business activities. They are the guidelines for driving every associates; day to day decision making and are the tools to help bring the brand to life. We exist to keep are clients satisfied ; our colleagues happy; our staffs fulfilled and motivated; our management proud and celebrated; our brand competitive and progressive.
Our goal is to build homes that are distinctive, innovative and will be in style 50-years from now. We combine classic craftsmanship with cutting edge designs, while providing a transparent and direct approach with our customer interactions. To achieve the above, we pride ourselves on these values:
LUXURIOUS
lux·u·ri·ous / Sophisticated grandeur meets exclusive and thoughtful touches.
ENDURING
en·dur·ing / Quality craftsmanship resulting in a timeless style and lasting design.
DISTINCTIVE
dis·tinc·tive / Unique finishes and distinguished styling tailored to your lifestyle.
INTEGRITY
in·teg·ri·ty / Our commitment to authentic approach to serving our customers and serving our community.
INNOVATIVE
in·no·va·tive / Industry leading design elements and Smart Home innovation.
COMMUNITY COMMITMENT
Supports local at-risk students and families through their core values:
LOVE STUDENTS AND FAMILIES
Jubilee REACH engaged 2,600+ students during the 2018-19 school year in over 20 before, during, and after-school sports and clubs. We are now serving 14 schools within Bellevue School District and launching college and career readiness support at Sammamish High School.
LISTEN TO THE DEEPER NEEDS IN THE COMMUNITY
A total of 814 volunteers served 18,401 hours with Jubilee REACH this past year, meeting the needs of our community where they are presented with compassionately delivered service. The impact of Jubilee REACH volunteers was felt on Jubilee Service Day, when 3,043 individuals built community by beautifying our schools and serving at local homes in need of repair.
LEARN FROM THOSE WE SERVE
Jubilee REACH partners with local businesses, churches, the Bellevue School District and area nonprofits to step in the gap for those in need.
MN CUSTOM HOME’S DEEP AND GENUINE COMMITMENT TO LOVING THEIR NEIGHBOR MEANS THAT THE MOST VULNERABLE FAMILIES RIGHT HERE IN OUR COMMUNITY ARE RECEIVING FOOD, FINANCIAL ASSISTANCE, AND SOCIAL AND EMOTIONAL SUPPORT WHEN THEY NEED IT MOST.
RANDY ENG, EXECUTIVE DIRECTOR OF JUBILEE REACH
TARGET MARKET
HOME SALES
Age / 30 To 50 Years Old
Education / College Educated
Income / Over $100,000
Social Status / Middle to Upper Class
Occupation / Tech Sector or Professional
Life Stage / Full Nest, Youngest Over 6
LAND ACQUISITION
Age / 55 And Older
Social Status / Middle Class
Life Stage / Retired or Empty Nest
Desires To Move To Warmer Climates, Housing Downsizing,
Traveling And Cognizant Of Medical Expenses.
Developing a distinct tone of voice is about reflecting your personality as a talented home builder. This distinct tone will be present in both our verbal and written communication: How clients are greeted, our email correspondence, social media posts and even down to our celebratory phrase of choice when a deals goes through. This approach works both in the acquisition and the home sales markets.
When it comes to writing an impact and informative ad, there are various parts of the message to get across:
THE FACTS
These are the properties features, the type of home, size and pricing.
THE APPEAL
What are the main benefits in working with MN Custom Homes as the seller or the potential home buyer? What are the standout features and benefits of the home? Is it the location, the decor, the section size, or the view? These key points are often what you'll bring out into your headline depending on your buyer or home seller.
THE IDEAL AUDIENCE
Our target market is often implied by our tone of voice and choice of messaging. Are they seasoned sellers or hopeful first home buyers?
KNOW YOUR AUDIENCE
Take the time to understand our intended audience and learn their vocabulary, so we can speak in a tone of voice that they can relate too.
Developing our unique tone of voice is an opportunity to instill our brand within the community and allow that voice to evoke a sense of confidence within the team.
COMPANY LOGO
Name, company, logo, colors and typeface: these are the pillars of the identity of the company.
Their characteristics ensure an individual and consistent image on the market. The graphic of the definitive logo is very clean, minimal, polished, sophisticated, strong and emphasizes the values of the brand. The logo is a graphic comprised of the wordmark (logo type) and figurative mark (symbol).
The lettering is created using the Century Gothic typeface, and the stylized monogram is inseperable. The only time you should use the symbol alone is potentially on the website or social media channels where there are other elements to help the user recognise the brand.
The MN Custom Homes logo can exist with an inverted color scheme, which means that the main color is black or navy blue and the details remains white or orange on the background.
{A} LINEAL LOCKUP - LAI
{B} LINEAL LOCKUP - HPP
{C} LINEAL LOCKUP
{D} PP LINEAL LOCKUP - TAG
{E} HPP LINEAL LOCKUP - TAG
{F} HPP LINEAL LOCKUP - TAGLESS
{G} STACKED LOGO LOCKUP
{H} MN MINUTE LOCKUP
{I} LINEAL STAMP {J} STACK STAMP
HPP LINEAL STAMP
{I}
A favicon; short for favorite icon, also known as a shortcut icon, website icon, tab icon, URL icon, or bookmark icon, is a file containing one or more small icons, associated with a particular website or web page. Browsers that provide favicon support typically display a page's favicon in the browser's address bar (sometimes in the history as well) and next to the page's name in a list of bookmarks. Browsers that support a tabbed document interface typically show a page's favicon next to the page's title on the tab, and site-specific browsers use the favicon as a desktop icon.
{A} STACKED LOGO ON CHARCOAL
{B} STACKED LOGO ON WHITE {C} STACKED LOGO TIGER
{D} STACKED LOGO ON CHARCOAL {E} STACKED LOGO ON WHITE
STACKED LOGO TIGER
Ivory
Home Sales
Presales Education or Inventory
Showcases/Event Marketing Cross-Selling
Champagne
Home Sales
Presales Education or Inventory
Showcases/Event Marketing Cross-Selling
Charcoal
C:0 M:1 Y:7 K:0
R:255 G:250 B:236
Hex: #FFFAEC
PRIMARY
Tiger
Home Purchase Program
Propery/Land Acquisition
Jubilee Reach/Community Events
C:7 M:18 Y:57 K:0
R:238 G:204 B:130
Hex: #EECC82
PRIMARY
C:1 M:74 Y:90 K:0
R:240 G:103 B:49
Hex: #F06731
Home Sales
Presales Education or Inventory
Showcases/Event Marketing Cross-Selling
C:69 M:462 Y:59 K:49
R:60 G:60 B:62
Hex: #3C3C3E
PRIMARY
Navy
Home Purchase Program
Propery/Land Acquisition
Jubilee Reach/Community Events
Shamrock
Home Sales
Highlight
Impact
C:89 M:75 Y:36 K:23
R:47 G:68 B:103
Hex: #2F4467
C:85 M:14 Y:100 K:2
R:3 G:153 B:73
Hex: #039949
SECONDARY/ACCENT ACCENT
PRIMARY/ACCENT
Typography is a powerful tool in the development of a creative identity and is a key element to create a cohesive look across all forms communication. Relying on a typeface family consistently makes it recognizable; it pulls together communications and makes the brand messaging more distinctive. The different styles of type we use to bring our communications to life sets the tone of our brand: clean, modern, stylish, distinctive and iconic. The selected fonts are a great combination between different serif and san serif as well as effective across all design applications.
Headlines & Body Copy - Oswald / Extra Light
Headlines - Oswald / Medium
EXTERIOR FOCUS
INTERIOR FOCUS
PLACE FOCUS
PEOPLE FOCUS
DETAIL FOCUS
CONSTRUCTION & BUSINESS FOCUS
APPLICATION EXAMPLES
The following section brings all of the identity elements together to show the MN Custom Homes brand in application: we would like as many people and organizations as possible to use the identity elements of the MN Custom Homes brand.
Please use these example applications as a visual guide to help you create your communication.
This section demonstrates the flexibility of the brand, exploring the use of all elements working in partnership with all brand elements.
STATIONARY COLLATERAL
ERIK OLBERG VP, Property Acquisition
P: 206.407.4823
E: erik@mncustom.com mncustom.com
{A} BUSINESS CARDS
{B} LETTERHEAD
{C} ENVELOPE
{D} ZIP DRIVE
To whom it may concern,
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Best Regards, Erik Olberg
ADDITIONAL BRANDED FORMS
ISSUE DATE: 09.04.20
CLIENT ID 0123
JOB# #0456
SUBJECT: Lorem ipsum dolor sit amet, consectetur adipiscing
Invoice
FROM: John Doe
Project Manager
P: 206.123.4567
E: email@mncustom.com
CLIENT CONTACT:
Company Name
Jane Doe P: 206.123.4567
E: email@companyname.com
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CLIENT
E: email@companyname.com ISSUE DATE: 09.04.20
CLIENT ID 0123 JOB# #0456
SUBJECT: Lorem ipsum dolor sit amet, consectetur adipiscing
SERVICES DESCRIPTION
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SOPHISTICATED
DRAMATIC
INFORMATIVE
DETAILED
PANORAMIC
REFINED
DRONE CENTRIC
SOCIAL MEDIA DRIVEN
GIFS & SHORT CLIPS
CORPORATE IDENTITY
A corporate identity is the overall image of a corporation or business in the minds of diverse publics, such as customers, investors and employees. It is the primary task of the company communications department to maintain and build this identity to accord with and facilitate the attainment of business objectives.
IDENTITY MANUAL
A formal reference document establishing technical and creative standards for a visual identity system. Typical standards include descriptions and specifications for reproducing the logo or logotype stationary system, common print and web applications and examples of use on merchandise.
LOGO
A logo is a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant recognition. Logos are either purely graphic (symbols/icons) or are composed of the name of the organization (a logotype or wordmark).
TYPEFACE/FONT FAMILY
In typography, a typeface (also known as font family) is a set of one or more fonts each composed of glyphs that share common design features. Each font of a typeface has a specific weight, style, condensation, width, slant, italicization, ornamentation, and designer or foundry. There are thousands of different typefaces in existence, with new ones being developed constantly.
PALETTE
A given, finite set of colors for the management of digital images.
TEMPLATE
A pre-developed page layout in electronic or paper media used to make new pages with a similar design, pattern or style.
BRAND
Brand is the "name, term, design, symbol, or any other feature that identifies one seller's product distinct from those of other sellers." Initially, branding was adopted to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot iron stamp and was subsequently used in business, marketing and advertising.
CMYK
The CMYK color model (process color, four color) is a subtractive color model. Used in color printing and is also used to describe the printing process itself. CMYK refers to the four inks used in some color printing: cyan, magenta, yellow and key (black). The "K" in CMYK stands for key because in four-color printing, cyan, magenta and yellow printing plates are carefully keyed, or aligned, with the key of the black key plate.
RGB
The RGB color model is an additive color model in which red, green and blue light are added together in various ways to reproduce a broad array of colors. The name of the model comes from the initials of the three additive primary colors, red, green and blue.
PRIMARY COLORS
The core selection of identifying colors that are used in a logo.
