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CLIENT: The Hawthorne
Real Estate Development
CHALLENGE:
The Hawthorne development is collective of distinctive neighborhoods targeted to different home buyers. The different neighborhoods would be introduced in phases over a period of years. The development branding needed to generate excitement before the first basement was dug and need to be consistent and sustainable over the full development cycle. |
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SOLUTION: As with all great developments, The Hawthorne started as a vision. The concept of an old english countryside is what led to the name and the branding direction. In this case the developer was very brand aware and came up the unique name.
The identity was developed to reflect old world charm. The positioning tag of "Serenity by Design" clued buyers into the natural serene setting that was carefully incorporated into the lifestyle of the area including a nature preserve that intertwines through the development.
Initially sales were conducted from a temporary sales trailer. Stucky Design created a dimensional image mural that conveyed the overall vision and what the living experience could be at The Hawthorne.
Because the different neighborhoods in The Hawthorne were targeted to different audiences, $400,000 buyers would be standing next to million dollar buyers. The separate neighborhood brochures needed to connect with different audiences yet be cohesive and speak with one brand voice.To help tie it all together Stucky Design created a unique die cut folder that would be used in all areas. Inside the folder would the brochure for area you were interested in along with model and information sheets.
Area signage also played an important branding role. Plat signage helped define the different neighborhoods and guided potential buyers to where they were in the development. Many buyers first contact with the realtor wes sitting in their car calling on their cell phones. They would start the conversation with "we are in front the sign".
From day one, The Hawthorne has been a collaborative project. The developer started the process with a distinctive vision and a desire to do something great. He managed the details throughout and delivered a unique living experience. The real estate agency not only recommended Stucky Design to the project, but worked directly with the builders to design exciting floor plans and create street appeal. The realtor also carried the brand through in their own advertising, special events and brought a high level of professionalism the help set the development apart. For their part, the builders worked long hours to meet the demand and keep inventory available to sustain the momentum.
Stucky Design enjoys collaborating in strategic relationships. The Hawthorne is one of the best examples the whole being greater than the sum of the parts.
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DELIVERABLES:
• Brand Identity
• Brand Positioning
• Collateral Materials
• Sales Center Design
• Environmental Design
• Signage |
