The brief

Marc Hunter, Managing Director of Latitude Homes, approached Smokeylemon in 2017 looking for a ‘one-stop-shop’ for all his marketing needs. A brand refresh, a new website and an advertising strategy in both traditional and digital media were developed by the Smokeylemon team.

Below are examples of their new brand, read the blog to find out about the whole project and the great results we achieved! 

The results

After just three months of the new marketing campaign started, Latitude Homes recorded the highest month of sales in its 10 year history and traffic to their website increased by 180%!

Ads showed more than 3 million times on digital platforms (Google Search and Display Network and Facebook Ads), radio ads were heard 1.7 million times and press ads had 2.4 million impressions nationwide.

Growing their brand awareness and adding to their bottom line was all part of the brief.

Our approach

Thorough market research enabled us to identify that the perception of their position in the market was not in line with their product offerings, price point or audience.

Identifying this issue was crucial to developing a strategy that shifted them into a position where their audience would find them.

From that point on we were better able to understand their audience, investigate their competition and spot their unique value proposition.

The strategy identified several areas for transformation. Starting with a brand workshop we began to shape the character of the business and how this would transfer into visual graphics and tone, the brand needed a facelift to meet a competitive market and communicate to a new audience.


Business cards, sales collateral, vehicle signage, clothing and other branded assets were developed to lay a consistent and professional look across all touch points for the company.

Now it was time to take the brand to the ever-growing digital market.

The most important aspect of the new website is its user-friendliness, not only for the front end users but also for the franchisees who can now update content and prices from an easy to use interface.


The site has an advanced search field, dynamically generated brochures, social media integration, a dynamic map that shows Latitude show homes across New Zealand, a wishlist and a set of guides for first home builders.

Latitude website design desktop


Latitude website mobile devices v2