A closer look at The Village of Escaya.
HomeFed came to us for a strategy that would make their new Village both stand out in a saturated market and connect with future villagers.
We heard
The site had a bit of a bad reputation due to it's distance from downtown San Diego and it's close in proximity to a city quarry, a garbage disposal site as well as an amphitheater.
We researched
We went on site. Drove the neighborhood. Asked the locals and sought out insider information about the area. The client provided extensive science-based research on their target market on top of stellar plans to improve the site.
The research showed perspective home buyers are primarily family oriented people with close relationships to their coworkers in hospital and military settings. These same groups also happen to be deeply rooted in their personal histories and culture - often having more than one generation in a home.
On the advice of our Senior Account Executive Lindsy Haslem, Writer Marion Piper and I went to a previously build village by our client to get a better sense of what the place would be like when it was complete.
We distilled
From everything we'd seen it was clear this community had been designed to perfectly match the practical needs of their target demographic. Home Fed overcome the preexisting challenges of the site with smart community planning and worked in harmony with their builder partners to create the best home collections imaginable for the people they wanted to reach. Now, it was clear to us that our job was to connect with them emotionally and then invite them to discover this great place - created with them in mind.
A recording of Marion and I brainstorming our approaches
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.
A few Logos that almost made the cut
The Brand Book
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.