Design Exercise

We heard

Maracay Homes was attached to their logo, but ultimately felt the brand had become outdated. Most importantly, the complicated nature of the old logo design wasn't legible in a lot of important applications. As a whole, the Maracay team felt their brand wasn't visibly standing out enough among competitors. They asked our team to help them create a templated system to better communicate their value to customers.    

We researched

The team then traveled to Phoenix Arizona to perform a company and site audit. Over the course of two days, we spent time with Maracay's leadership and key staff stakeholders in order to strengthen our partnership and truly understand who they are, how they work and what they do. During that time we spent equal time in their HQ and out on the road, driving from one cultural hub to another and visiting their most exciting new project - Avance. 

We distilled

After the trip and subsequent meetings, our team felt we had a clearer perspective on the life, culture and preferences of both the company and people in the area. We realized that building in the best locations is just one of several unique value propositions Maracay offers, alongside their passion for delivering quality-crafted homes to a location they love.   

We planned

Knowing that the scope, timeline and budget were fixed, we immediately kicked off the logo and began crafting an outline for a customized brand guide that would address the concerns and challenges we heard early on. These would later provide a toolbox to help the Maracay team with their future communication needs. 

We crafted

With copywriting from the talented Brittany Messenger and valuable insight from account supervisor, Lindsy Haslem, the three of us worked closely together to create a one-of-a-kind look, feel and strategy that both honored Maracay's legacy and created a clear and distinct communication system that better connected them to their present and future customers. 

We repeat

Maracay's parent company, TRI Pointe Group was thrilled with the work. So happy, they've asked us to take on two additional re-brand projects.  

Did you like the new Maracay symbol? Take a look at a few more of more of my logo designs here.