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| CLIENT: Crestlake Real Estate Development CHALLENGE: Crestlake is a new real estate development from Legend Developers whose focus on selecting a beautiful piece of land and enhancing the natural amenities has been very successful. One challenge was to highlight the natural attributes of the area to uniquely position the development and creating a sense of place that attracts targeted buyers.The other challenge was that the target market was different than previous Legend Developments, but we still need to convey the same level of quality and attention to detail that Legend is known for. |
SOLUTION: The land offered three significant natural amenities: An existing enclave of mature trees, a lake and an outstanding location in one of the better school districts, near major employers and world-class shopping, dining and entertainment. The old real estate adage of location, location, location would b be self evident as soon you arrived at Crestlake so Stucky Design began with an identity development process focused on the trees and lake. The identity is a tree shape with a green trunk and blue splashes representing the water as leaves. The gold colored type represented the tie to Legend and previous developments. As part of developing the identity Stucky Design initiated the positioning tag "Feel Naturally at Home". At first glance this brings to mind the trees, lake and natural elements of the neighborhood, but then the meaning broadens to include how Crestlake would actually fit your lifestyle of living in this area of town. With all the area amenities you would feel at home. The collateral materials focused on who the potential buyer would be. As a practice Stucky Design often writes stories about the buyer, who they are, do they have kids, where do they work, what are their hobbies? The idea is simple, put yourself in the buyer's shoes and state of mind so you can connect with and not just speak to your audience. This project was unique for us in that all the development, sales, marketing and building teams had all successfully worked together before. This streamlined the process and controlled costs as each team knew exactly what they were doing and responsible for. Real estate developments are collaborative projects and getting the right mix of people and teams can impact success. For Stucky Design, we believe building trusted working relationships in the long term is the most effective and efficient way of doing business. |
DELIVERABLES: • Brand Identity • Collateral Materials • Development Signage |
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