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CLIENT: Emerald Bay Estates |
SOLUTION: Our initial conversation revolved around what the developer’s vision for the area truly was. He described the buyers and how they use there home for relaxing and entertaining. He talked about how instead of loading up every weekend and driving for hours to get to the lake you could enjoy it all in your own backyard. The developer knew exactly how his vision could come to life and realized that we needed a new identity and marketing strategy that better reflected that vision. Working through unexpected delays is never easy and can often derail a project of this magnitude before it even gets going. But, as an experienced developer, he kept his objectives in mind and used the delay time enhance the development further. Again, our discussion were about the potential home owner and how to improve that living experience. We purposed a community area and outdoor pavilion in conjunction with the planned swimming pool. The idea was to further the position the development as an outdoor resort lifestyle destination. Large berm seclude Emerald Bay Estates from traffic and give the homeowners a greater sense of privacy. However, the berms also hide the lake and development from passers by. Stucky Design created at resort style entry monument with water fountains that bring the main water amenity top of mind upon arrival and draw attention to area drivers. Initially a temporary sales trailer was brought in for presales. Stucky Design designed environmental wall graphics and created a lakeside display that put the potential buyers into the area lifestyle. Large visuals of boating, fishing, relaxing, jet skiing, water skiing, beautiful sunsets filled the trailer. Renderings of floor plans and home elevations filled in the remaining wall space. The key to the trailer design was that in order to control costs all components would need to be utilized in the soon to be completed sales center in the much bigger three car garage of a model home. That meant we needed to design the layout of the model sales center and that the display pieces needed to be versatile and portable. Directional signage was placed throughout the area pointing drivers toward Emerald Bay Estates. This created awareness as well as provided direction. Collateral materials were designed to be inspirational as well as informational. The development brochure, packet folder, information sheets and direct mail promoted the lifestyle and highlight outdoor fun through mood imagery. The result of bringing the developers visional into a visual form was that Emerald Bay Estates was able to pre-sell 50% of the phase one home sites creating great momentum and word of mouth advertising. |
DELIVERABLES: • Brand Identity • Brand Positioning • Collateral Materials • Place making • Environmental Design • Signage |
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