Arthur Rutenberg Homes, Clearwater, Florida said Wednesday it has changed its name to AR Homes and introduced a new brand identity strategy representing the company’s expansion and evolution while honoring the legacy of its founder.

Anchored by the positioning line Home Dream Home, AR Homes’ new brand identity reflects its reputation for design, craftsmanship and quality, as well as its proven process that allows for buyer personalization and limitless customization.

In addition to its name and logo, the brand will deliver engaging digital experiences in the building and design process, with a focus on putting the home at the center of a buyer’s lifestyle.

“At AR Homes, we leverage our proven business model and new brand platform to reimagine the home buyer experience and excite home buyers through a seamless journey,” said Jim Rosewater, CEO of AR Homes. “We have strategically invested in developing a new brand identity that aligns with our goal to stay at the forefront of innovation in an industry that is slow to change.”

Barry Rutenberg, AR Homes’ chairman, stated, “Our reputation has always been one of the top benefits to home builders, and our refreshed branding and additional services continue to add an entirely new level of value for them to attract custom home buyers.”

AR Homes also unveiled a blueprint for a new website slated to launch in early 2020. Bill Linehan, Chief Marketing Officer of AR Homes, introduced four brand cornerstones that will drive AR Homes’ commitment to clients: customization and personalization, full disclosure pricing, proven process, and leading design and innovation.