McKee Homes needed a modernized, consistent brand to match their customer experience and culture. We clarified their identity, built an aligned visual system, and delivered measurable marketing impact. The brand lacked consistency across their touchpoints and collateral, and their outward image didn’t reflect who they truly were from the inside out. They had spent time developing their Customer Experience, but it wasn’t reflected in their touchpoints. Their website, marketing, and creative assets felt outdated, remnants of a time past, rather than the strong brand they knew themselves to be, or aspired to become in the years ahead.
From that point, we took a closer look at McKee’s identity and uncovered what truly set them apart. With that clarity, the path forward led to the results we see today.
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We partnered closely with McKee Homes Region President, Patty Sloan, and her team to conduct a deep dive into the brand from the inside out. This began with several Discovery Calls (which we now call Listening Calls), where we asked a lot of questions and, more importantly, listened. To confirm whether McKee was truly “walking the walk,” we requested interviews with their internal team, the people who live the brand every day and shape the customer experience. Those with the longest tenure, and some who were interns, turned full-time. Because to be honest with you, we get a lot of word salad, and we want to see receipts.
One story stood out most: the Warranty Manager, who described how much he loved his role. As we know, warranty is often a thankless job, yet he approached it with pride and deep commitment, pushing himself daily to do right by the customer. He told us stories from sad, happy, and upset customers, and each was given the same attention and care. He also impressed us with his ability to recite all of McKee’s core values from memory, something we found out that every employee could do … a rarity and a testament to the strength of the company’s culture.
Before: Collateral Audit
These insights, combined with landscape analysis, product discussions, and conversations about future goals, allowed us to position McKee Homes uniquely within the market. Together, we designed a new visual identity that was as dynamic and energetic as their approach to home building. And crafted messaging that was uniquely McKee Homes and spoke to the truth of who they were while maintaining a customer-centric approach.
Their new wordmark provided a simple solution to move their original icon into a more supportive role. The forward‑leaning italics are designed to be a cleaner, more modern wordmark - so the name everyone asks for reads crystal‑clear on billboards, blueprints, and phone screens alike. We kept the signature philanthropy purple to echo the heart that beats beneath every build. Even down to the body copy typeface, we considered how typography needed to be easily read and accessible by using Inclusive Sans - a legibility-first type family. With every decision considered carefully in their visual refresh, progress is sweetest when it’s rooted in purpose. Since the rebrand and site design, key events are up 34%, total users up 13.32%, and paid search and social have been 12% higher on site.
Visual Identity Summary:
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Internal Engagement:
We want to thank McKee Homes for trusting us with their vision from the very beginning and for being the kind of builder partner anyone would be honored to work with. It is no easy feat to undergo a rebrand; it takes time to slow down and make keen considerations, and build a system with which to implement. You have to practice patience and trust the process (akin to sourdough) because discovery, strategy, brand writing, and design - it’s all cumulative, and built on collaboration and iteration. I, and I’m okay with being alone in this belief, don’t believe any agency can “build” brands. We refine and define what has already been authentically created. If you provide the canvas, we can paint. The ease and success of this process were evident because of the McKee team’s efforts and collaboration.
The most meaningful feedback we received came during McKee’s internal brand launch. We had prepped their team that when launching internally, criticism can be a symptom of change, and to prepare themselves for feedback. However, when several employees were moved to tears by the impact of feeling truly seen and heard…that moment validated the journey.
Cheers to the McKee team, the work has only just begun!
_____________________________________________________________________________________________“What began as a marketing refresh grew into a transformative journey. Through thoughtful interviews and honest conversations with the DYC team, we uncovered the true heart of McKee Homes—our values, our purpose, and what truly sets us apart. Their ability to listen deeply, challenge our thinking, and reflect our identity back to us brought a new level of clarity and confidence. The result was far more than a new logo or color palette—it was a bold, unified brand identity rooted in who we are and where we’re going. Now, as we see it rolled out across every touchpoint, it’s not just energizing—it’s affirming. A fresh look, yes, but more importantly, a renewed sense of purpose guiding everything we do. Team McKee associates are so impressed and excited with our brand launch that it has added an extra level of energy to everything we do!”
Additional credits to ONeil Interactive and Davies Imaging.
