SYNOPSIS: Square Feet Builders contacted Mindcandy Studios in 2003 to help them develop their brand. Mindcandy created the brand name Square Feet Builders for this Houston based custom home builder. Square Feet is an unforgettable name—it is short and sweet, and part of the American vernacular. Because Square Feet was focusing on the custom home building market—a highly lucrative industry in Houston—we created the positioning tagline "design your dreams.s strategy is to keep the customer intimately involved throughout the " Building a custom home is a very personal experience. Square Feet'entire home building process—selling the experience with the home.

RESULTS: Mindcandy Studios needed to position Square Feet Builders as a premium brand—one able to compete with the larger, well- known custom home builders in Houston. Therefore, we chose the color gold to symbolize prestige, wealth and abundance. Green psychologically represents growth. The growth of a family and the purchase of a custom home. The growth of one's dream home into reality and the growth from concept of a custom designed house into a finished product. Finally, green represents the growth of a young, talented custom home builder entering a hyper-competitive, custom home-building Houston market.