Living Right Day & Night
Hearthview Residential
Overview
Hearthview Residential came to us with nothing more than a name, an old logo and a new plan to design, and develop exceptions to the general condominium rule in Downtown Indianapolis. They needed an identity, a Web site and a strategy for positioning their condominium developments as fresh alternatives in a vibrant downtown environment.
Problem
Each of Hearthview's developments offered unique features, attractive to different audiences. From lower price points and trendy interiors to higher price points and classic decor, the challenge was to develop messaging supported by appropriate visuals for each development while reinforcing the Hearthview Residential brand.
Solution
At a time when most of the competitors were still relying on architectural renderings, and bulleted lists, we recommended the use of lifestyle photography and 'attitude' - driven headlines to elicit an emotional response from the targeted audiences. By creating appropriate names for the developments, and designing unique logos within standard guidelines, we were able to develop a consistent but targeted identity for each of the Hearthview Residential properties.