Our strategy’s resounding insight was that everything about the brand “sounded too good to be true.” A beautiful and timeless home in weeks, not years? Working with a single partner rather than the average 26 contractors it takes to build a home? When you line-item what Cover does against traditional home building, it’s easy to believe that there’s some sort of catch. Heading into design, we knew that our primary effort was to demystify the brand, not dress it up with lofty and unsubstantiated claims, but give it room to educate and validate the product offering.