Handly Construction


Creative Brief Participants

Participants: Charles Handly and David Mumm

Overview 

"I'd like to build more custom houses. That's number one.”

Charles is looking to build a credible, compelling brand presence that positions him as a go-to builder for high-end custom homes. He needs a clean, professional, and trustworthy brand that that matches the high level of service he provides.

Definition of success:
"Getting phone calls for custom homes."

Deliverables

  • Logo and Complete Brand System

  • Apparel

  • Business card

  • Email Signature

  • Website

  • Large yard signs (4x6’ to 5x10’ range)

  • Fleet signage

  • Proposal materials: Presentation Folder, Letterhead, Envelope

  • Customer and Employee Gifts

  • Possibly branded bronze plaques for finished homes

Target Audience

Current Primary Audience:

  • Homeowners aged 35–55 (broad range from 25–70)

  • Moderate to high income, some building second homes

  • Mostly families, some individuals

Buyer Profile: "When it comes to how the project is completed and what the finishes are, the woman is making the decisions."

Knowledge Range: From former contractors to total beginners

Attitudes Toward Contractors: "A lot of people have been screwed. But if you approach them right, it doesn't become a problem."

Customer Motivations:

  • They like quality Communication

  • They want to trust their contractor

  • They are looking for quality

  • They want to feel confidence in the outcome

Aspirational Audience: "The extremely high-income folks building second and third homes."

Creative Considerations

Constraints & Preferences:

  • No strong color preferences ("I'm really bad with color. That's why I have an interior designer.")

  • Likes black and white for simplicity

  • Wants a short brand name where possible — "Handly" preferred

  • Not attached to using "Construction & Development" except for legal or business structure

  • Has strong feelings about how the logo should be constructed. We need to get it just right.

Examples: David requested examples of other builder websites and brand systems for inspiration

Product Description

Primary Offering:
Custom home building — from concept to completion. Handley is a complete design/build shop.

Charles’ Description:
"Basically I'm a construction broker. A really easy way to put it. Construction broker and manager." Charles is focused on finishing and touchpoints.

Features & Approach:

  • Manages top-tier subcontractors

  • Handles job oversight with in-depth trade knowledge

  • Personally involved in finishes and details — "Our specialty is finish carpentry."

  • Offers ICF (insulated concrete form) where cost-effective

Craftsmanship: "Part of our advertising is that all the fine detail work is done by us because that's what's important to us."

Competition

Main Local Competitors:

  • Valley Renovation

  • Podium Construction (larger firm)

  • Kettleson Homes

  • Jack Jacobson

What Makes Handly Different: "It's not one thing — it's the combination. Price point, quality of work, communication — you're not gonna get that combo anywhere else."

Aspirational Peers:

  • Podium, for scale and visibility

  • Design-build firms with in-house design, architecture, and construction teams

Brand Position:

  • More personal than the big guys

  • More professional than the one-man shops

User Benefits

Key Benefits:

  • Confidence in the final result

  • Higher quality product

  • High-touch, honest, and thorough communication

  • Peace of mind — "They don’t have to hawk over me."

Importance to the Customer: "It’s everything. I mean — it’s their home."

Trade-offs: Handly may cost a bit more, but delivers lasting value.

"We're at like the 65% mark on pricing — above average, but you're not paying the highest bid."

Most Important Point (MIP) 

Top Three Benefits:

  1. Communication — "Right now, our number one difference maker."

  2. Quality — "The quality of what’s behind the walls."

  3. Craftsmanship — "The quality of what’s above the drywall."

If the Audience remembers one thing: “You can trust Handley. Quality comes standard — from the bones of the house to the finishing details — all delivered with the clear communication you deserve.”

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