Work for this home builder client begins with a patch of dirt. Combining strategy and on-the-ground research, we name, visualize and brand each community, creating its look and feel as well as property expression and branding (tagline, logo, identity, brand story, brand promise, brand essence, key messages, imagery, signage, architecture inspiration). Basing the work on lifestyle and the "comfortable luxury" positioning we created, we also write and design the landing page and a unique brochure comprised of interchangeable postcards. A 12 week email newsletter campaign is used to support the launch. As needed, we support the client with launch event ideas, online banner ads, social media and print.