Thursday, December 08, 2011
Overcoming Marketing Challenges: Building Value Out of Thin Air
How do you market something that doesn't exist?
We
were recently worked with Sudhoff Properties and Röhe & Wright
Builders to create a custom pocket folder and insert to promote their
latest development, Winfield Gate. Winfield Gate is a group of 20
luxury, gated townhomes in the heart of River Oaks. It offers buyers
freedom from all exterior maintenance, rooftop terraces with potting
sheds, fireplaces and outdoor kitchens and views over River Oaks and
towards downtown.
The
challenge with Winfield Gate was creating collateral for a property
that is in the first stages of construction. We had the artist rendering
and photos from other luxury properties that our client had built.
Creating an identity for Winfield Gate so that it could stand apart from
other residences in the area was key. But how to do capture the
lifestyle and ambiance of a home without physically walking through the
door?
Winfield
Gate already had an interesting story. It is modeled after Winfield
House in London, the residence of the Ambassador of the United States of
America to the Court of St. James's. Each home is named after a great
American Ambassador who has made an important impact on the subsequent
preservation and enhancement of the landmark property. The architecture
and decor would have a traditional, classic feel with modern
state-of-the-art amenities.
Our
clients wanted a high-end printed piece to give to potential buyers. We
created a tagline for WG, "At the Heart of Luxury." Since the homes are
to reside essentially in the "heart" of Houston and a home is something
very personal to people, it fit perfectly. The color palette of the
Winfield Gate collateral was changed from a dark navy to a chocolate
brown, cream, gold and light blue. We felt it was important to select
colors that conveyed elegance, richness and a “home-y” feel. We
incorporated photos of furnishings that complemented the home’s planned
architecture to spark the imagination of a potential home buyer. A
custom pocket folder with die-cuts, spot metallic ink and UV varnish
gave the piece the final touch.
“Tribe’s
professionalism and passion for design really showed on this project.
They delivered a killer brochure on a tight deadline, and now we’re
breaking through our sales goals with it.”
Alex Boase
Marketing Manager
Sudhoff Properties
As
creatives you have to find the heart of the project and bring it to
life. Every product or service is only an idea until it comes into its
own through the right graphics, messaging and presentation.
We
feel very proud to be a part of marketing this unique property. Over
40% of the homes have already been sold! If you are in need of creative
marketing materials, contact us today to see how we can help your
“Branding Building by Design”.
|