Edenton, garners it’s name from another famous garden, the garden of Eden. This development’s branding began with a very distinct idea booklet that may have saved this project all together. Just as the developer was about to walk away – the vision was realized through the right imagery. The G Brand presented an inspiration booklet that spelled out everything from architectural style, to standing curb and gutters, period signage, door style and a few 300 year old spires from a church in Europe, among other authentic relics from old European villages. Once the story was set in motion, it proved to be very effective as Edenton pre-sold 38 homes in the first month and continued to average a sell of 6 per month since it opened. The design efforts carried forward through the logo, website, experience booklets, signage masterplans and real estate sales packets. As the separate quadrants were phased in the memorable experiences became reality, never to stray far from that first vision package. That initial booklet became real.
Creekside is a college student community that emphasizes just that, a sense of community with every amenity you could ever want as a student. The branding began with a very experienced client. Capstone and Nequette Architects were pioneering a student community model that blew the competition away. The G Brand was brought to the table to paint a vision that began from inception with naming the community, brochures, ads, website, signage and a custom front entry gateway. As you can imagine, a college demographic required we market to the student and also gain the trust of the parents. Our approach was to stay very close to the architectural direction through mimicking colors in our marketing materials and website as well as in our signage design. G stayed simple in our selection with wood and metal, and with a few laser cut designs. This model became a package that has been repeated multiple times all over the entire country, building upon the brand’s reach and integrity each time.
Mojo ( Mountain Coffee ) began as an idea to create a sense of community for a small town in North Carolina. Located at the crossroads of one of three traffic lights down town, it was a central location destined to be the local gathering place. This sense of community was very important to our client as we were looking at establishing a town market and an upper scale neighborhood just a short walk away. In order to get the locals approval and buy in, we wanted to create that local coffee house that began to reshape routines and daily behaviors. The coffee house was opened for a few months before the adjoining sales center was opened. The home renderings were displayed in a very clean and simple setting. This space was clear of any agents or furniture so the prospective buyers could walk through the showroom with coffee in hand and discuss amongst their potential new neighbors. No sales team pressuring you, just a mix of locals and tourists discovering the development together. The word of mouth campaign began and the branded coffee house became a no brainer – this was outfitted by a local coffeehouse in Highlands so it was a familiar name and business from the beginning.
Silverock Cove got it’s name from the natural site itself. The landscape consists of a thickly wooded cove the gently descends down to the waters edge on a silvering rock shore. This development began in a time when competing developments around the area were failing. As the idea became real, so did the success. G got starting with the design of the name, logo, and the first few sales events and the interest only increased. The site offered multiple views of the water so it was only natural to try and get everyone we could to the actual site. We designed a natural walking trail onsite with future home locater signs along the trail. As clients began to see the natural beauty of the site, having a home there was an easy decision. The website was designed to provide pictorial renderings of the property, amenities and future home designs. An additional experience booklet was designed to help communicate the pristine visuals and architecture offered at Silverock Cove. Our ad campaign released new architectural renderings every few weeks as they came together. Strategic sales events were created on-site as well as at the Botanical Gardens to educate the Birmingham market of the new development. Similar events were held in Huntsville and other close by locations. As interest grew, phase one was quickly sold out in a market when second purchases were declining at a rapid rate. Soon phase two came online as we developed a community blog and town paper. Both are used to keep all current residents up to date on what’s happening in the community. It proved to be a great way to share interesting fun facts about the current neighbors as well.
Chace Lake began as a reclaimed golf course. Signature Homes acquired the property and saw a good opportunity to take advantage of the manicured greens and natural amenities of the site. The idea of this development began with an expansive park and ten acre lake. The homes were situated on the site within walking distance to the park and lake. As our branding efforts began, we were told the presales of this community would effectively determine the success of the project. As we worked through the logo development, we were brought in to design event signage as well as outfit a local park structure to emulate the experience of what Chace Lake would be. We coordinated the installation of all event signage and graphics along with pictorial banners down to the white table cloths. One request from the client was to come up with a take away piece to act as a reminder of the project once the event was over. A flyer was suggested but we felt that wouldn’t make it to the refrigerator much less the memory bank, so we designed an accordion folded take away that had a key ring holding a skeleton key. The idea was to emulate that memorable moment when you are handed the keys to your new home. Just as each home is unique to the individual buyer so were our keys, as they were all original antique keys, no one key was alike. That event pre-sold more than double than what was expected.