Brand Building
Country Club West at Lakewood Ranch, FL
Within the Country Club West community, each neighborhood consists of only one street. Mostly, what differentiates the homes are their architectural styles. Since all of the homes feature barrel-tile roofs, stucco walls, elaborate tropical landscaping and similar color palettes, at first glance many people may not recognize the differences on each street—err, neighborhood.
THE CHALLENGE: maintain the brand equity of Neal Communities while establishing a unique identity for five neighborhoods within the County Club West community inside Lakewood Ranch.
THE GOAL: The goal is to create a distinct identity for each neighborhood, keeping it simple and fitting it seamlessly under the umbrella of the Neal brand—which also fits under the umbrella of the Lakewood Ranch brand.
MEMORABILITY: Establish messages which are distinctive, simple, and easy to remember--crucial elements in maintaining a brand that’s memorable. Colors, positioning, images and text need to be visually appealing and cohesive.
THE MESSAGE: The core messages are people-oriented. Research has confirmed a descending order of priorities for these buyers. Each contains copy points that embrace and show fulfillment of those needs while maintaining consistency for the Neal brand.
Classic Format: Since the buyer profiles are very similar, the colors, language, fonts and layouts are consistent. The only liberty taken is with the font in the Greystone ad. Homes in Greystone are the most expensive and exclusive of all the Neal products. And, in 2008, the Greystone ad won “Best Magazine Ad” from the Sarasota/Manatee Homebuilders Association.
Greystone
Back Cover
