Truly Deeply is proud to share our brand strategy and design work for new Perth home builder, Momu.
Momu re-imagines the home building experience from the ground up, with a tech savvy audience in mind. It’s big on customer empowerment and light on old fashioned salesmen.
Driven by a powerful belief system and distinctive identity, Momu is boldly reshaping the home building market.
Momu is a brand that it is built around people and what they want from a builder and their home.
“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.
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”.
One the outputs of the Momu brand strategy is a powerful brand belief system. This inspired a customer facing manifesto and has 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.
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 make a home that is uniquely ours.
Momu is part of a leading building group that has many years’ experience building homes in Perth. However, Momu was deliberately created as a standalone brand to target a new audience segment.
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.
See the full case study here.