untypical: two housebuilders, one disruptive new brand.
Uniting two regional housebuilders into one disruptive company, in a sector with a trust deficit: 33% of consumers reported a low level of trust in housebuilders (Chartered Institute of Building, 2023). I led the work that identified the customer-first opportunity, built the strategy, and created the untypical brand for Terra Firma as the rallying point for integrating Tilia Homes and Hopkins Homes, a deliberate statement of intent to put customers first in a category with a trust problem. The segmentation I led became the foundational insight for product design, brand strategy and sales targeting. The integration completed in October 2024; Hopkins Homes achieved Home Builders Federation 5-star status in 2025; and untypical went on to become the first UK housebuilder to guarantee zero energy bills for ten years.
Services: Brand architecture and integration post merger or acquisition · Customer insight, segmentation and growth strategy
“Thank you for the amazing support building out the untypical brand and team as we integrated Hopkins Homes Limited and Tilia Homes into a single, amazing organisation. You were instrumental in bringing together the right partners to launch our brand strategy - who knew we would end up with an upside down pink house... Epic! Your spirit, dedication and insight was very helpful navigating the buildout of a completely new brand.”
Chris Severson Principal / Chief Executive, untypical