Modern luxury in flip flops
Echo56 was a community of 24 contemporary detached homes steps from one of Newport Beach’s most storied breaks. The homes boasted indoor-outdoor living, open plan design, upscale finishes, and a striking architectural use of steel and glass to maximize views. The real allure, though, was the promise of an authentic beach lifestyle. With homes ranging from $2–3+ million, we were briefed to create a brand that would appeal to the surf-loving baby boomer and part-time executive who’s suit-and-tie days were over.
The adventurous, successful, wellness-oriented buyers we’d be courting would neither be moved by pretentious luxury or builder-grade-bland. Instead, our brand strategy would center on the promise of “true beach.” Coursing with gritty authenticity and retro nostalgia, the new Echo56 visual identity expressed itself in a strong logo, dayglow colors, and custom patterns and illustrations used throughout collateral and digital assets.
Creating a vibe
Language played an important role in the creative development of the Echo56 website. Informed by an extensive word palette, the site housed content about the community lifestyle (“The Vibe”), location (“The Spot”), and a handy local’s guide to Newport Beach (“The Hangs”). Aspirational lifestyle photography and bold calls-to-action beckoned prospective homebuyers to “Jump In” and join the community interest list.
Sales support materials included eye-catching site signage, a unique polka dot brochure concept, circular-shaped direct mail postcards, collage-inspired eblast templates, and beach lifestyle-inspired print ads. Everything worked together to tell the true beach story.
“I have worked closely with Anne over the years and have found Truss to be incredibly creative and responsive to our needs. They have consistently provided holistic vision, strategy, branding and digital marketing solutions that have exceeded our expectations…Truss has delivered exceptional creative in a timely and budget-conscious manner. Plus, they are simply fun to work with!”–Rich Knowland, Developer, Echo 56