Century Group

Century Group, a west coast developer, engaged Change to help bring the company’s brand in line with its growing sustainability vision.
 

Century Group is a family business with a long, venerable history. This history was to be melded with the new leadership’s vision for a sustainable future.

Change led Century Group through an Audit, Build, Communicate process. The Audit began with key stakeholders – focussing on those associated with Century’s roots, and those associated with the nascent vision. Other research on best practices and the competitive landscape followed, leading to the development of creative platforms that would be taken to the ‘Build’ brainstorm.

The Build brainstorm helped craft the creative platforms into the company’s essence, values, mission, story and 3 second pitch. Most important, the new tagline – Century Thinking – came from the Build session. This tagline perfectly expressed Century’s position of ‘developing communities that incorporate the learnings of the past 50 years, and the vision to last at least the next 50’.

To Communicate this thinking, Change crafted a Brand Book that would engage employees and stakeholders in the new brand direction. Next, a campaign was created for one of Century’s new communities. The campaign was designed to inform and inspire residents who were hesitant about backing Century’s new ‘green’ village development in Tsawwassen. The campaign received a warm reception, and helped build vital goodwill in the community.