When housing superstars McCarthy Homes approached the Juno team seeking a complete brand refresh, we were only too happy to help. McCarthy was already a well-established company, so we weren’t just looking at a logo and website refresh – we needed to completely redesign their brand identity, tone of voice, print collateral, digital collateral and brand assets.
The McCarthy team requested a modern take on their current branding – something luxe and timeless, yet fresh and contemporary to help make their brand more approachable to their target audience. The identity needed to feel elevated, balanced and bespoke to reflect their home designs and business ethos.
When redesigning the logo, we made the switch from uppercase to lowercase letters to give the brand a heightened sense of trust and authenticity. Each letter juxtaposes sharp architectural elements against soft curves to emulate the homes and the landscapes they reside in. When selecting a colour palette, we looked at McCarthy’s houses and what their building materials looked like. We settled on a palette that was earthy, neutral and had a distinct Australian feel. By basing the colours off of typical building materials, the link between brand and business would be subtly present throughout all areas of the collateral.
The website was where the real fun began. By using techniques such as UX auditing, focus groups and programs like Hotjar, we were able to pinpoint the exact areas on the old website that weren’t working or needed improvement. This made the redesign process much easier to tackle, and we moved forward knowing that we were able to design exactly what McCarthy’s customers were wanting. We consulted with our SEO specialists throughout the build process to ensure the new website was ranking well on search engines. By incorporating features such as custom home filtering, we made sure the McCarthy site was easy to use, intuitive and ultimately put the customer at the centre of the experience. Optimising the website for mobile was particularly important. We didn’t just want to make the website responsive; we wanted the customer to still get the full McCarthy experience while keeping it lightweight and easy to load.
When we finished the website, we didn’t stop there – we also crafted McCarthy’s new tone of voice to match their new look. We wrote new content for the website, inclusions brochures and various other pieces of collateral to ensure the brand voice flowed continuously throughout every step of the customer journey.
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