Charter Custom Homes

A New Approach for Seasoned Builders

Since their inception in 1983, custom-home builder Charter Construction has seen plenty of changes to their business mix. As their commercial segment grew to become the center of their offerings, the overall market perception of their custom-home services grew less clear. New clients began to primarily associate Charter Construction with commercial development, wondering why such a key player in that market would participate in custom-home builds. But Charter never questioned their deep expertise and passion for custom-home building. Nor their willing desire to disrupt the marketplace once again. To correct the market's misperception around their custom-home offering, we helped Charter Construction build a new approach with a newly focused team and brand: Charter Custom Homes. Through thorough research and stakeholder interviews with both architects and homeowners alike, we began seeing a clear picture of what to amplify and what to let go of—reigniting their passion for disruption, now supported by their unmatched seasoned expertise.