Taylor Morrison Homepage:

Taylor Morrison:
Becoming a beloved Brand

Taylor Morrison partnered with ABC Disney for the return of Extreme Makeover: Home Edition as the exclusive homebuilder.

In anticipation of increased traffic to the site and home reservation system from viewership of the show,  Taylor Morrison wanted to refresh their homepage and overall look and feel to more closely align with the emotive side of its brand, and seamlessly feature the emotional family stories, floor plans, and model homes featured on this season of the show.  

When uncovering the brand story, I identified a theme that ran through the brand from its founding and previous taglines to its products and communities: Taylor Morrison builds houses and communities that give people a profound sense of belonging and inspire them to live richer, fuller lives.

Extreme Makeover is known for harnessing the power of community to create a space that truly reflects the spirit of individuals and enables life-changing transformations. 

At the intersection, they shared the same point of view that the best home for you is the one that tells your story.  Working with a talented team, including a UX Designer, Art Director, and their internal digital team, we overhauled the Taylor Morrison website. We laid the groundwork to host the stories we anticipated would emerge from the show in a creative program idea themed “New Beginnings” which wove through the digital hub as well as sponsorship assets produced by ABC/Disney.

As expected, traffic exploded the first night of the premiere:


Source: Google Trends