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:
Communication — "Right now, our number one difference maker."
Quality — "The quality of what’s behind the walls."
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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