Momu is a new home builder in Perth. Driven by a powerful belief system and distinctive identity, Momu is boldly reshaping the home building market. With a tech savvy audience in mind, Momu is big on customer empowerment and light on old fashioned salesmen.
Momu is part of a leading building group that has many years’ experience building homes in Perth but they needed a standalone brand to target a new audience segment.
The brand needed to be feel intuitive and genuine to build meaningful engagement with its audience. We needed it feel like ‘their’ brand without using the GenY clichés.
With a demanding and savvy audience, just looking different was not enough. The brand needed real substance to represent a home builder who thinks like its customers and delivers an outstanding brand experience at every step of the journey.
The audience research revealed a strong distrust and frustration with home builders but also a desire to be more involved in the building process. There was lots of opportunity to differentiate but it couldn’t be just through clever messaging or offers. We needed to rethink everything.
At it’s heart, the brand needed to drive a completely different approach to building a home. One that makes building your own home genuinely engaging, empowering and exciting.
The Momu brand proposition is built around the audience, their needs and aspirations. The mantra of the brand is written from the audience’s point of view and champions how we want the customer to feel; “it’s their life, their home and their way”.
The brand belief system inspired a customer facing manifesto that makes a commitment to its customers. This has also motivated the business to completely rethink buying and building a home. Momu’s signature online tool, ‘Canvas’ enables customers to design their own home online. They are also committing to educating the market about all aspects of buying and building, being transparent on costs, a no-pressure sales approach and contributing to the social good.
The Strategy also provided a solid brief for the name. After crowdsourcing, a series of creative workshops and testing, we selected Momu. An invented name, Momu was created from ‘your moment’ and inspired by the audience’s love of ‘living in the moment’.
Building on personalisation of the brand, we also developed a very different approach to naming the different floor plans. Instead of the industry convention of famous places or people, we created a functional naming convention that is based on the size and type of home. This ensures product names don’t compete with the Momu brand name and encourages the customer to create and name their own home.
Dialling up the architectural nature of home customisation, the Momu brandmark plays with the idea of the blueprint of the home. Created with unique custom letter shapes that combine to create the structural footprint of a house.
Drawing on the cues of the Bauhaus, with a confident linear form, the characters celebrate the nature of the built form. The letter shapes literally remind us that we can push and pull the form to our will to make a home that is uniquely ours.
“I’ve worked with the Truly Deeply team twice before on land development projects in Canberra and Perth and was impressed with their process and outcomes. I approached them for the Momu brand development because I needed a true multi-tiered brand, not just an identity.
The response has been exactly as expected. We’re cutting through, we’re being talked about (by competitors and customer) and the feedback from our target young female audience has been perfect. They get it. They love it.” Dion Warnock, General Manager, Momu.
How we helped Momu
Truly Deeply provided Momu with a market review and decode, customer research consulting, brand proposition and strategy, brand naming, product naming strategy, brand identity design and guidelines.