Corporate Identity for a new company in a new sector

The story of a company corporate identity from concept
to successful pilot

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Greenhill McCarron is the corporate identity company employed by George Wimpey to create their new brand, G2. They are in the 'wow, I never thought I would ever own my own place' business. On their first development they gave 60 new apartment owners in Grantham that feeling.

Their customers are people who are stuck in the family home, rent, move out, part-buy
or sofa-surf trap. The G2 answer is to build small sites with quality one- and two- bedroom apartments that they can afford, that they are proud to own and in an area they want to live. The brief to Greenhill McCarron was to define a clear and distinctive Mission Statement, create a Brand Name, devise a corporate identity and design, write and produce all Marketing Communications to successfully launch the new company.

“How often do you see the results of a brand consultant's work in your bottom line? Tim and John took our new business concept to a clear, compelling brand personality, proposition and industry-best identity. It's been a storming success from the boardroom to our buyers, and played an integral role in our pilot development selling out in just 5 hours. It's an inspiring and hugely enjoyable relationship grounded by some great thinking. Thanks! ”

Richard Cook, Managing Director, G2.
Part of the George Wimpey group.

The first pilot development was in Grantham in September 2006. All 60 apartments,
priced from just £63,000, were sold within 5 hours of coming on the market.
The following pages summarise the of the development of the Business Naming,
corporate identity and positioning for G2.