Quick Move-In
A brand system developed to bring clarity and consistency to one of Mattamy Homes’ most time-sensitive offerings: Quick Move-In homes. This toolkit was created to help regional teams move faster and more cohesively, aligning voice, visuals, and messaging across formats. I led the concept and art direction, collaborating with a senior designer and copy partner to build a solution that was practical, scalable, and rooted in brand storytelling.
Client: Mattamy Homes
Agency: The Turnlab
Role: Senior Art Director
Date: August 2024
Agency: The Turnlab
Role: Senior Art Director
Date: August 2024
The opportunity
Mattamy Homes needed a clearer, more cohesive way to communicate its Quick Move-In (QMI) home offerings across multiple channels. At the time, marketing materials varied by region and team, resulting in a disjointed experience for both internal partners and potential buyers. The challenge was to create a system that could bring structure to the offering without losing the warmth and human tone of the brand.
What we did
Building the QMI Toolkit
I led the visual direction for the project, developing the creative concept in partnership with my copywriting collaborator. Together, we crafted a brand-forward solution that balanced clarity with emotional appeal. I provided hands-on art direction throughout and guided a small team, including a senior designer and two production artists, during execution to ensure consistency and alignment with the broader brand system.
The toolkit was designed to serve real needs. We audited existing materials and identified where the communication was breaking down. The final deliverable was a practical, scalable design system that included templates, tone of voice guidelines, image use principles, and messaging architecture. Everything was created with flexibility in mind so that teams could act quickly while staying visually and verbally aligned.
The toolkit was designed to serve real needs. We audited existing materials and identified where the communication was breaking down. The final deliverable was a practical, scalable design system that included templates, tone of voice guidelines, image use principles, and messaging architecture. Everything was created with flexibility in mind so that teams could act quickly while staying visually and verbally aligned.
The Outcome
Reframing the Narrative Around Quick Possession
The toolkit was adopted across regions and quickly became a go-to resource for internal teams. It simplified the creation of marketing materials, increased consistency, and brought clarity to one of Mattamy’s most time-sensitive offerings. Beyond operational efficiency, the work helped reframe QMI homes not just as inventory, but as opportunities for buyers to find something that was ready when they were, bringing a human lens to a logistical offering.
