Central to CCH's brand development was a repeatable, next-generation client experience that they could wholly own—one that would help CCH effectively disrupt the market again. To design that experience, we first thoroughly researched their clients and partners, then meticulously programmed CCH's role as advisors, collaborators, problem-solvers, expert craftspeople, and celebrators across their entire custom-home building process. Evaluating every client touchpoint through this progressive user-journey lens, we mapped out a full communications strategy for deploying each branded element, approach, or spirited conversation across each of their core user groups at each experience phase. To support this strategy, we also designed a full brand platform and messaging strategy whose standards include color and material palettes, written and visual guidelines, and associated collateral. As the clearest embodiment of their new brand, CCH's new website stands out from other custom-home builders' sites, expressing an approach that is both sophisticated and down-to-earth. The aim of Charter Custom Homes, as it was in 1983, is empowering homeowners and architects to fully understand and realize their vision, from first smile to final nail.