COMMUNITY SPOTLIGHT: MARINA BAY

Marina Bay Logo

In developing ‘a brand name’ for this open-water lakefront acreage with 280 pre-approved boat slips, ‘Marina Bay’ rose to-the-top of our originated short-list of names. To complement the classic, nautical design of future homes and amenities, ‘a signature logo’ of enduring character and appeal was designed; unifying features that would reinforce the brand despite the shape, size, or placement of future marketing materials and ads were created and implement. Compelling community-specific ‘copy’ was written to provide ‘an insightful vision’ of the developer’s plans and commitment to the property.

Previously, a ‘foreclosed property’ of abandoned streets with a location off-the-beaten path created challenges for marketing the property, attracting builders, and driving Realtor and buyer traffic. As Marina Bay developed, actual photography replaced ‘stock’ and the community’s ads evolved seamlessly via the core commonalities that defined and supported the brand.

Influential messages were designed and directed to targeted consumers via direct mail, reader-specific magazines, a persuasive web site, preferred boat show displays, and support materials that reflected the ever-evolving five-star character of the resort-like amenities and the community’s lifestyle.

Today, ‘Marina Bay’ is a highly-respected community brand in the competitive marketplace of lakefront properties from the mid $500’s to $3 million-plus.

View more of Marina Bay in the portfolio.

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