Case Study: Drees Homes Achieves a Unified Premium Brand Identity with Brandience

Drees Homes unifies 7 markets with Brandience to launch Elevate

Drees Homes, a national homebuilder, faced a challenge with its "Build On Your Lot" division. The name was used inconsistently across its markets, lacked emotional appeal, and failed to differentiate its premium custom homebuilding experience from standard builds. This fragmentation diluted brand recognition and hindered sales. Drees Homes partnered with the retail marketing and advertising agency Brandience to address this.

Brandience developed a comprehensive solution, which included market research and the creation of a new brand identity named "Elevate." This new name and its accompanying visual identity and messaging framework were designed to be aspirational yet approachable. Brandience executed a strategic rollout of the new brand across all markets. The result was a unified and emotionally resonant brand that clearly communicated the premium nature of the offering, leading to strong internal alignment and early indicators of improved brand recall.

Drees Homes