Sand Wood
CASE STUDY
CLIENT
Hollybrook Homes
PROJECT
Sand Wood New Homes Development
LOCATION
Portlaoise, Ireland
OVERVIEW
VM were engaged by Hollybrook to agree and then creatively articulate their brand strategy for Sand Wood, a new residential development in Portlaoise.
The goal was to produce a comprehensive visual marketing campaign that would highlight the architectural and lifestyle features of Sand Wood and position it as the pinnacle of modern luxury living.
Our visual and marketing services included brand naming & identity creation, art direction, copywriting, lifestyle photography and videography, local area amenity photography, CGI render consultation, pre-registration and full website, sales brochure, design team & promoters video, hoarding design & artwork, social media calendar and content creation, sales graphics, and numerous design implementations.
DISCOVERY
PHASE
During our discovery meetings with Hollybrook Homes, it became evident that Sand Wood would be constructed from a beautiful contemporary design with the highest quality finishes throughout, with onsite amenities, and lush green spaces. This development’s unparalleled architectural design and strong focus on
community, aims to set a new standard for upscale living in Ireland. Its close proximity to urban amenities redefines modern luxury living, embodied in the concept of ‘Living Redefined’ which became the core of our brand positioning.
BRAND
POSITIONING
Our brand positioning and messaging were crafted around the key attributes of Sand Wood, which resulted in in five primary taglines:
These taglines were designed to convey the essence of life at Sand Wood, with a tagline of ‘Living Redefined’, emphasising its blend of contemporary design, comprehensive amenities, community spirit, and natural beauty.
BRAND
IDENTITY
For the brand logo, we aimed to merge contemporary sophistication with natural warmth. The clean design, featuring straight lines inspired by the exterior
architecture and wood panelling seen in the interior design, exudes elegance and approachability, reflecting the upscale yet welcoming nature of Sand Wood.
LIFESTYLE
VIDEO
We conceived, directed, and produced a lifestyle video to help prospective homeowners envision their new life in Portlaoise. The video narrative featured a number of cast members, including a young couple, friends, and a family. These were chosen to represent the diversity of
the target demographics, enjoying local amenities and the town's vibrant atmosphere. Photo shoots were conducted with the cast at various locations, capturing the essence of the area's amenities.
HOARDING
DESIGN
A major component of the marketing strategy to generate awareness, involved erecting over 450 metres of hoarding around the site. This hoarding was strategically placed along busy roads, near two primary schools, and at three roundabouts. We designed over 40 10 metre boards incorporating brand messaging, lifestyle photography, internal and external CGIs, and QR codes linked to the website and VR tours.
This interactive element allowed passersby to explore all that Sand Wood has to offer. We also created a vertical garden wall at two key areas, tying in with the lush green spaces within the development and two Pop up sections which showcased the architecture of the houses, to give a real wow factor and make a statement.
Online Presence
We developed a comprehensive online presence for Sand Wood, including:
Pre-registration and Full Website: These sites featured detailed information about the development, interactive elements, and VR tours.
Pre-registration and Full Website: These sites featured detailed information about the development, interactive elements, and VR tours.
Social Media Set up, plus Calendar and Content Creation: A social media strategy was developed and regular posts were scheduled and all content created in house to keep potential buyers engaged and informed about the latest developments and available amenities.
Print and Promotional Materials
Brochure: A high-quality brochure detailing the features, floor plans, and lifestyle benefits of Sand Wood.
Design Team Promoters Video: A video showcasing the vision and expertise of the design team behind Sand Wood.
CONCLUSION
The integrated marketing campaign for Sand Wood successfully highlighted the unique qualities of the development, generating significant interest and engagement from prospective buyers. The strategic placement of hoarding and the comprehensive digital and print materials, drove engagement and conversions by effectively communicating the luxurious and community-focused living experience on offer at Sand Wood.
Our collaboration with Hollybrook Homes on the Sand Wood project exemplifies our commitment to delivering holistic and impactful marketing solutions. By aligning our strategy with the core attributes of Sand Wood, we were able to create a compelling narrative that resonated with the target audience, positioning Sand Wood as the epitome of modern luxury living in Portlaoise.
