Purpose: Since the perception of what characterizes a modern building changes with time, it’s important for companies in the housing business to be updated on how the market and customer preferences change. For companies, with long-run standardized production systems, to not lose market shares as a result of the inability to change the exterior appearance of the product a new building should be produced to meet the customers’ requirements. The aim of the study is to create an aesthetically modernized building and study how it changes the production process and affect the cost of production. Method: The methods used in the study consist of qualitative data collection in the form of in-depth analyzes of literature studies, semi-structured interviews and collection of documents. Through the use of these methods a theoretical background and empirical data have been compiled into a result. Findings: The elements that are considered as modern according to literature and customer preferences are horizontal panels, well thought out window placement with abundant glass surfaces and details that affect the aesthetic appearance. To introduce these elements to production the standard needs to be reviewed and more alternatives added. The findings show that with exterior changes, in regards to modernity, does not increase the cost of production more than that the company, for which the study was conducted, is able to keep the total price lower than competitors. Implications: Higher flexibility in the production process needs to be introduced to meet the demand of the market. The work that’s considered to be flexible today may mean standards tomorrow. The conclusion is that companies should keep their standardized production patterns with elements of flexible work. A more detailed study in a technological solution may be followed by this study. Limitations: The study has been conducted in cooperation with a company in the catalogue home industry where only exterior changes for a single storey house are taken into consideration of the study. A further limitation is that a detailed cost calculation is excluded. Keywords: standardization, prefabrication, construction elements, production systems, customer segments, modernization.