Shomera

Shomera started the garden studio category in Ireland back in 1998. Today they design, manage and build house extensions and garden studios, with a factory doing the precise work off-site and a showroom, Shomera Village, where people can walk through the real thing. Nearly 3,000 projects in, the business had grown well past the brand it was wearing. After a change in ownership and a fresh plan for growth, the team asked us to rebuild it. Strategy, identity, website, and the marketing that runs through all of it.

Shomera had a good problem with a bad side to it. More enquiries were coming in than ever. Not enough of them were the right ones. People wanted a price per square metre, or hadn't bought the house yet, or assumed off-site meant cheap. The brand wasn't doing any of the filtering. When we sat down with the team, the issues were plain:

• Three names in use. Shomera, Shomera Studios and Shomera Architecture, each pulling in a slightly different direction
• Seen as "the garden room company", when extensions were the bigger growth story. Plenty of people didn't know they did extensions at all
• Lumped in with sheds and log cabins, with "modular" being read as budget
• Signage, site hoarding and paperwork that didn't match each other
• A website heavy on process and red overlays, and light on what a finished project does for a family
• Ambitious growth targets for both extensions and studios, from the same catchment area

We started by listening. A kick-off in February, then a brand discovery workshop with David O'Reilly and the Shomera team, where we got into who they really want to work with and why people pick them. Alongside that we audited every touchpoint they had, from the website to the roadside signs, and reviewed ten competitors across garden rooms, extensions and retrofit. The category was a sea of green, grey and timber. Safe fonts, template websites, engineering diagrams. Almost nobody was using design with real discipline. That was the gap. The strategy landed on one idea: built with certainty. Building work is stressful because it's uncertain. Dates slip, costs creep, and nobody owns the problem. Shomera designs, manages and builds everything itself, so one team answers for the lot. Certainty became the thing to sell.

Two concepts went on the table. One built on authority and discipline, one on process and coordination. Shomera wanted the confidence of the first, with more warmth and heritage, so we went again until it was right. The final identity keeps what people already knew. Shomera's red stays, deepened into a heritage red that feels established rather than loud. It sits with midnight slate and a set of warm neutrals (sage, stone, sandstone and taupe) so the brand reads calm and architectural, and nothing like the category's greens. The wordmark is the one people recognise, redrawn heavier, with a single line running over it and down one side. A frame. Structure, said simply. GT Standard carries the type: medium for headlines, light for reading. Then we rolled it out everywhere a customer meets Shomera:

• Brand guidelines, logo suite, colour palette and type system
• Site hoarding and roadside signage, with a "House Extensions + Garden Studios" descriptor so nobody misses the extensions again
• Hi-vis and workwear, business cards and stationery
• Social templates and LinkedIn, so every channel looks like the same company

The old site explained how Shomera builds. The new one shows people what they'll get, then proves Shomera will deliver it. We planned the site around four jobs: help people understand the two services, trust the company, see why the process matters, and move the right people towards a consultation. Every page ends with a clear next step. It's a bespoke build. No page builder, no bolted-on widgets.

A new brand only pays off if the right people find it. Most of Shomera's best customers start with a search, so search is where we put the most work. That now means two places. Google and Bing, where people type "house extensions Dublin". And AI assistants like ChatGPT, Gemini and Copilot, where people ask "who should I talk to about a garden office?" and get one answer back. We write and structure the site so Shomera is the name both of them land on. It's working. By June 2026, 51 of the 77 terms we track sat in Google's top three, and 36 at number one, including house extensions, house extensions Dublin and garden office. Organic search now brings in 56% of all visits to the site.

Paid media does the jobs search can't do on its own. It puts Shomera in front of homeowners who haven't started looking yet, and it catches the ones ready to act today. Every month the enquiry data decides where the money goes next. In June, Google Ads ran at a 17.6% click-through rate, and Meta delivered 381,000 paid impressions in a single month.

Shomera now owns the searches that matter most, with search bringing in more than half of all visits and the website bringing in a significant number of enquiries, month after month. Most of all, Shomera is one company everywhere now. One name, one look, one promise. Anyone who gets in touch already knows what Shomera does and who it's for.