AYUMUHOME

Building Your Home Together with You

“We’d like to make a new house maker that we’ve never seen in Gunma prefecture.” The message that CEO of AYUMUHOME made us launch the branding project. When we first met him, we had a meeting in a small rental office. Since he had merely accomplishments at that time, we literally started from scratch. We visited his office in Gunma again and again, and we had meetings so many times to share the passion and viewpoints towards his brand in order to know its strong / weak points. We thought hard where his brand should head for and finally found the goal to make it more local oriented, which we got inspired from his word “I’d like to make my brand together with others”. Besides, we defined the brand concept as “Building Your Home Together with You” and designed the logo mark based on the concept. The house shaped four lines in the logo represent the house maker and the client, building the house together, building a trust relationship with each other.

Challenges

Being a Distinctive House Maker

Takasaki in the Gunma prefecture where you can easily access to central Tokyo, is a competitive area that have a lot of house makers. We needed to think a unique strategy to make AYUMUHOME survive. What AYUMUHOME aimed for was not to be the cheapest in order to win the price war nor to be the most popular in the number of housings starts, but to be a distinctive house maker that stands out among others.

Solutions

Showing an After Story of Home Building

The process that the client and the craftsman get together to make an ideal home, and the design carefully detailed are the strong points of AYUMUHOME. Thanks to the business activities by BOEL’s CEO at that time, we launched this project by getting a job offer to design the Website of AYUMUHOME when the construction of the memorable first ordered house was completed. Since they had no logo marks at that time, we considered how we should appeal the excellence of AYUMUHOME, and chose the process to design a brand story, logo, and the symbol mark. In addition, in the process of designing VI (Visual Identity), we started to get some materials to promote. When we had shootings to make construction portfolio, we succeeded to take photos of the real scenery of living in a brand-new home by getting the cooperation of the house owner. What we have placed an importance on the most was the touch point of the users. We got attention to the details of the design and its meaning of what the users actually see, and touch.

Results

Showing Reality of the Scenery of Living

By showing the visual of the real scenery of living, we succeeded in expressing the natural atmosphere of the family living with tender loving care. Visuals of real custom-built home that there is only one in the world evoked user’s sympathy, and they made a chance to think about building your own home.