Nucleus was initially appointed in 1998 to reposition Laing Homes as a premium housebuilder, and to help the business emerge in its own right as an important entity within the Laing Group. The new identity was developed and implemented across a range of temporary and permanent media, including a major site signage system, the full range of marketing literature, advertising, stationery and website. The programme also involved engaging staff throughout the organisation and embedding the new brand strategy within the Laing Homes culture. Subsequently, Nucleus designed a Laing Homes branded sales centre for use on each site. As a consequence of the success of Laing Homes, Nucleus was asked to produce a new identity for Laing Group Plc, and the John Laing Investments plc. In October 2002 Laing Homes was sold to George Wimpey plc for £297 million, who acquired the business "because of its premium positioning in the market."