The rarity of beachfront living
700 South Strand was a resort-style collection of just 17 modern condos steps from the sand in Oceanside, California. With unobstructed views and crazy-close access to the Pacific, the community needed a brand platform and marketing plan that effectively sold the rarity of this coastal real estate opportunity.
A nautical motif
Inspired by breton shirts, colorful beach parasols, and sunwashed sling chairs, we gave 700 South Strand a bold visual treatment. Our work paid homage to California’s rolling waves and laid back attitude. Deliverables included a logotype and logomark, a playful typography palette, and a saturated, blue-green color palette.
Like a front yard but better
Early on in our creative ideation we were struck by the portmanteau “beachfrontyard”—a turn of phrase that captured the promise of beachfront living and the playful lifestyle that awaited homebuyers at 700 South Strand. This was the creative hook that we used to inspire all brand messaging, storytelling and visuals.
A location photoshoot provided us with the necessary assets to tell the brand story. Images featured glistening waters, coastline panoramas, and active people of all ages making the most of their beachfrontyard.
On a small budget and working against challenging market conditions, we succeeded in building brand awareness and driving qualified traffic to the sales office. Homes launched well over the original recommended sales price, and our efforts resulted in a community sellout within a year of going to market.