Pacesetter Homes rebrands for today’s customer
Pacesetter Homes is excited to announce its rebrand, reflecting contemporary customer expectations and the evolution of the company. The new brand features colours, an icon, and a logo that better represent Pacesetter Homes’ modern look and feel, as well as a new website aesthetic.
“We wanted to align with the product we are building today across North America with a rebrand that showed our fresh look, years of experience, and quality construction,” said Dave Armstrong, Vice-President, Pacesetter Homes Edmonton. “The team has done a great job, from the colour selection to the icon and font. This rebrand signifies to the customer what Pacesetter has always been – a market leader providing quality homes and market-leading selection.”
Dave added how the original logo, designed for the brand in the late 1990s, worked well in print advertisements and on signage, but didn’t translate well to social media and digital campaigns. As well, the original brand colours were outdated and didn’t reflect the modernity of Pacesetter Homes.
With project management assistance from Marketing Support Services, stakeholders from Pacesetter Homes in Edmonton, Saskatchewan, and Texas worked together to align on the rebrand.
Departing from the four horses that appear on the original logo, the new logo displays one strong thoroughbred with far more detail. This was done to reflect Pacesetter Homes as a market leader in new home construction and to better represent the Pacesetter Homes of today.
The team collaborating on the project chose not to include brand statements in the rebrand, which provides each business unit the flexibility to communicate different messaging that will resonate with specific target audiences in each market.
Everyone involved was very passionate about the brand and had opinions of what it could be, shared Taylor Humphrey, Sales and Marketing Director, Pacesetter Homes Texas (Dallas-Fort Worth).
“It was a fantastic opportunity, and I believe the process truly reflects our culture and the collaborative spirit of our leadership team,” said Taylor. “We wanted to focus on modernizing and simplifying our visual identity for better clarity and adaptability across digital platforms. We focused on enhancing legibility and introducing a more vibrant, updated colour scheme to make the brand more recognizable and engaging.”
According to Greg Markey, Director, Marketing and Communication Services, Qualico, positioning Pacesetter Homes as a brand that continues to resonate with homebuyers is not only important to its future success, but to Qualico’s as well.
“Qualico can be described as a ‘house of brands’ instead of a ‘branded house’, meaning that we operate several brands in the market as opposed to one,” said Greg. “It’s because of this business structure that the success of our business units is paramount to the overall success of Qualico. By operating brands that resonate with consumers, communicate the quality of our products and services, and continue to instill pride in our people, we ensure the future success of Qualico.”
The new Pacesetter Homes look will assist these business units to keep their competitive edge, Greg added.
“In a housing market that is becoming increasingly commoditized, a modern brand identity will stand out and attract more attention, further contributing to Pacesetter Homes’ success now and into the future.”
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