Fuga Fuga Case Histories

With over 16 years experience in developing, building and renovating homes in the UK and overseas – two competing businesses agreed to join forces, pool resources and establish a property development company to capitalise on the opportunities available in the South East of England.

Everything made good commercial sense and the possibilities put a glint in the eyes of three entrepreneurial businessmen … this was when Fuga was approached and asked to formulate a brand and marketing strategy, specifically, an ethical foundation upon which the new business could be built.


If you follow the herd you will fail
The first thing we did was to research new and upcoming governmental legislation, and aligned this with an up-swell in public opinion regarding sustainable development and business practices. Importantly we noted (and agreed with) the consensuses of negative emotional responses to property development companies who followed the old-school formulaic approach to maximising profits by spending minimum effort and thought on the development of new homes.

We concluded that the only way that a new business could be introduced into this marketplace – one that has the potential for long-term growth, was to anticipate and exceed new government legislation and specifically exceed the current public expectation of behaviour and deliverables.

Everyone agreed – and we branded the business “Breathe”
We presented our findings and outlined a brand strategy that would position the new business at the heart of the future development opportunities in the South East of England and align it with central government edicts passed down to the local authorities that Breathe would need to interact with. Importantly we took the brand position and applied it to the marketing material with the aim to win the hearts and minds of the new customers.

Fuga delivered – we built a public face for Breathe
As part of our deliverables we outlined in a document the “added value” facilities that could be included in new developments that would align Breathe to the growing public and legislative requirements for sustainable development – we delivered a marketing suite for the new developments that sold the brand ethos previously agreed – marketing material that succeeded in selling a number of homes “off-plan”.

Opportunity abounds for Breathe
On completion of our contract we had delivered a future-proof brand strategy – and as with all the brands we develop its success is dependent on the delivery of the promise it makes. We look forward to seeing how Breathe unfolds this promise in the future and as always we’re available to the company's directors for consultation and further development.