Naming, branding & launch of homes for a high-tech lifestyle
Objective
Launch a new brand of sleek, yet practical, smart and energy-efficient homes designed for modern life.
Target Audience
A new generation of homebuyers, who embrace the desire to live differently than their parents: with flexible spaces for a plugged-in lifestyle, which was not being met by other homebuilders. Ages 25-40, this audience included singles, couples, young families, first-time buyers and first-time move-ups. Confident, ambitious, empowered, connected, and independent, this audience expects energy efficiency and cares about the environment.
For SPACES by Shea Homes, we worked with Shea to re-think the way people use their homes: contemporary product design & cost efficiencies. The SPACES’ brand reflects values and homes designed for modern life, with the tag line “Hello Future.” A flexible color pallet allows the brand to be used in unique ways, creating efficiency while maintaining brand cohesion. Video on the website mix interviews with the architect, visionaries and homebuyers, illustrating what makes this brand so compelling.
Tactics
- Naming
- Brand Strategy + Positioning
- Brand Identity
- Collateral
- Advertising included traditional and non-traditional venues including regional print advertising, billboards, transit ads, online, mall kiosks, theatre advertising, and bicycle billboards with unique text messaging leading to the website
- Environmental Graphics
- Website Design
Results
The launch of this new brand was met with success, selling out the initial release at the opening event. Additional releases have sold out prior to model completion. SPACES communities have been launched in five Western markets.
Shea Homes wanted a brand that highlights their new line of sleek, practical, smart and energy efficient homes. We gave them the complete package: name, brand strategy, logo, collateral, advertising, environmental graphics and website.
