Creating Awareness and A Competitive Edge for A New Community
751 South
Background
751 South is a vibrant master-planned community in Durham, NC. Before even putting shovel to dirt, they came to Anoroc looking for branding, print collateral, and a website that would help set them apart from other like communities in the area.
Basic Branding and Design Elements
We came up with a brand that really plays off of the location of the community—mixing modern, urban elements with classic, Southern details (like the charming use of ‘y’all’ throughout copy). Design elements include clean lines, grids, large photographs, and subtle hand-drawn illustrations that present a full picture of life at 751 South.
Deliverables
In addition to a clean, informative website (our favorite feature is a gallery of construction and progress photos), we produced lot signs, light pole banners, maps, and a dynamic brochure illustrating life in the community. Our strategies also included social media, digital marketing, and public relations. A realtor event brought in over 200 of the most critical targets to see why this community stands apart and to further advocate for it.
Challenges
One of the challenges we faced was getting people excited about a community that, well, didn’t exist yet. It can be tough to rouse energy about something that people can’t necessarily visualize. A key focus became to motivate pre-sales by creating a brand story that aligned with our target’s lifestyle goals and to completely differentiate 751 South from other communities as the answer to that lifestyle. Our website content marketing, SEO and digital marketing delivered hundreds of pre-sale leads. The other upside is that we get to be involved in this project from the ground up—from concept to development to the actual sales of homes enabling us to build an effective and cohesive brand story. We’re currently developing new strategies to maintain this energy as the community grows through build out.
Favorite Detail
All the design details are what really makes this branding work. Cool angles, bold color overlays, and subtle illustrations come together to create a dynamic, sleek and modern look that appeals to homebuyers of any age.