Challenge
Following its merger with Legal & General Homes, CALA Homes required a distinctive proposition for its expanding part-exchange portfolio. Historically, part-exchanged homes have been seen negatively regarding quality and value. CALA aimed to challenge these perceptions and establish itself as the UK’s leading provider of premium, resale part-exchange properties with a warmer, more human touch.
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Solution
Equator partnered with CALA Homes to create and launch a standalone brand that reinvented part-exchange from the ground up. The emphasis was on emotion, reassurance, and trust, while maintaining commercial clarity and scalability.
- Ran discovery workshops to uncover buyer perceptions and brand opportunity
- Defined the need for a standalone identity, separate from the core CALA brand
- Developed the name Home Again through structured naming and positioning sessions
- Created a warm, positive brand narrative centred on memories, people, and lived-in homes
- Designed a friendly visual and verbal identity to remove negative connotations
- Delivered buyer-first messaging to build confidence and emotional connection
- Launched the Home Again brand alongside refreshed CALA Homes and L&G Homes websites
Results
Strong positive reception to the Home Again brand
Clear shift in perception of part-exchange properties
Improved emotional connection and buyer confidence
Consistent brand experience across multiple digital properties
Outcome
CALA Homes now runs a unique, post-merger brand that redefines part-exchange for contemporary buyers. Home Again presents resale properties as inviting, desirable homes and supports CALA’s goal to lead the market with a positive, premium approach to resale.