Campaign: Reflections On The Water
A place of reflection is closer than you think...
A place of reflection is closer than you think...
Alfred Saliba Corporation, a regional builder and property developer asked for help in marketing something that didn’t actually exist. Intrigued, my research team and I met the client in Eufaula, Alabama to see their latest project. Built on Cheneyhatchee Creek, the new development consisted of four roads, some basic infrastructure and the slabs of three spec houses. Needless to say, the client wanted to be begin selling homes within thirty days. Taking a page from the movie and video industry, I developed a series of messages and images based not on what was there, but what clients wanted to be there. In truth, we gave them a teaser campaign...
My approach was to turn clients around (at least temporarily) and point to all the amazing things the development offered other than the houses. From the cool, green solitude of a centuries-old forest, to the serenity of a sunset breeze as it rolls off a still lake, we asked the clients to close their eyes, take a moment and appreciate how amazing their surroundings were. I added a peaceful color palette and intriguing copy to the few items we were given to start our materials. Then, a few days later, a highly improvised photo shoot provided us with enough imagery to create the feeling of an inviting, long-established community by the lake.
I love this project because it’s a testament to how designers and other marketing professionals can take practically nothing and somehow manage, often with no time and little money, to breathe life into a concept. For me, this campaign is a great example of why we do what we do...
REFLECTIONS ON THE WATER - Promotional Flyers & Print Ad. One of the only things we were given at the beginning of the project were some rough illustrations created by the site planner. The craftsman architecture and the loose, carefree style of the drawings immediately made me think of a turn-of-the-century artist’s colony. It didn’t take long for me to see how that idyllic mindset could be mirrored in the campaign materials. Pale, natural colors and copy-driven imagery helped establish a great creative palette.
REFLECTIONS ON THE WATER - Site Imagery & Sales Kit. We were told potential clients for the Reflections project would be found in Birmingham, Atlanta, Huntsville and other metro areas across the South whose travel time to the coast could be cut in half by purchasing a vacation home on Lake Eufaula instead of the beach. From our interview with the client, we also learned these clients might be too far away to easily visit the property. Our solution was to supply ROW representatives with sales tools full of photos and great imagery. In this case, we developed PowerPoint presentations showing the beautiful landscape, amenities and custom options available to new families. If the client couldn’t actually go to the site, they could at least appreciate the beautiful views.
REFLECTIONS ON THE WATER - Advertising & Website. Expanding on our thoughtful approach to messages and imagery, we were able to add print ads, direct mail and a website to the mix by the second month.
REFLECTIONS ON THE WATER - Site Imagery & Sales Kit. One thing we didn’t consider when we were given the deadline was how little grass there would be onsite. Invariably, the shots the photographer wanted seldom had fresh sod in the background. Long shots were done laying on the ground so no one would see the bare patches, and wide shots were done at night to hide cement mixers and stacks of lumber. I will forever believe the overwhelming success of this project boiled down to one very important thing... logistics.
REFLECTIONS ON THE WATER - Sales Brochure. One of the greatest challenges to the project involved marketing something that was still on the architect’s table. How in the world do you sell something that is still being built? The answer came as i was sitting at a community theatre performance, amazed at their ability to move scenes on and off the stage with little or no effort. So with a truck load of props, a half dozen strong backs and a photographer with a sense of humor, we simply created what wasn’t there. Creating vignettes across the site, we carefully scripted angles, shots and subject matter to produce a series of photographs that could tell (and sell) the story of Reflections.
REFLECTIONS ON THE WATER - Site Imagery & Sales Kit. When I tell people none of these sets actually existed at the time of the photo shoot, few believe me. With building crews just a few away, the day was a dance to stay out of each others way. More often than not, we had to wipe down the set in between shots, just to keep the sawdust off the props. I always tell people it’s a testament to a great client and an awesome crew...
REFLECTIONS ON THE WATER - Environmental Graphics. An important part of the project involved adapting to the vision of the architects and developers, and turning those themes into practical applications for signage and environmental graphics throughout the project.
REFLECTIONS ON THE WATER - Letterhead Suite. I’ve already said the idea for Reflections grew out of imagery from turn-of-the-century artists colonies and the American love for travel. The letterhead suite was designed to resemble the vintage travel stickers often found on trunks and suitcases as well-to-do families spent their summers abroad.
