CASE STUDIES

PRACTICAL BUILDERS

brand identity

This partner needed a new brand for his line of condominiums. So, given that these units are practical, affordable and well built, we naturally thought of The Three Little Pigs, and in particular the third little pig whose building prowess is well known to everyone age 3 and up. Thus, Practical Builders was born with Practical Pig as our mascot. As for the tagline, Practically Wolfproof, what better way to communicate that these little beauties aren't susceptible to your average huffing and puffing.

product brand

We needed to position this product against conventional units that are characterized by common walls that reduce comfort and privacy. So we coined the term Home-Style Condominium to reflect the
single-family design.

mascot & characters

To complete the motif established with our mascot Practical Pig, we added the wolf and happy residents in a storybook backdrop. Our partner was very pleased, especially with the fact that none them demanded residuals.

newspaper ad

When we presented the newspaper ad, our partner remarked that it looked suspiciously like the storyboard for the TV spot. He was relieved to learn that this was an intentional effort to deliver the same message in all media. We think the Practical Pig would approve.

direct mail

We finally had an excuse to do a really cool pop-up, which is this case made a resounding point about single-family design of Home-Style Condominiums.

public relations

This story ran in the Sunday home section shortly after we pitched it to the paper. The placement netted a ten-fold increase in traffic that afternoon.

television broadcast

Here we put Practical Builders and Practical PIg to work in a variety of media. Tony the Tiger, eat your
heart out.

website

Here we put Practical Builders and Practical PIg to work in a variety of media. Tony the Tiger, eat your
heart out.