A six-week challenge
CalAtlantic, at the time the 4th largest homebuilder in the U.S., tasked us with the rebrand of Travata. A new, luxury residential community for active 55+ homebuyers in Irvine, California, Travata presales had gotten off to a sluggish start. Inheriting creative that lacked a distinctive brand position, our challenge was to create an entirely new brand identity and grand opening launch campaign in just under 6 weeks.
To differentiate ourselves against competitor Rancho Mission Viejo’s “rocking” attitude, we identified a more refined positioning opportunity for Travata. Hoping to attract a cross-section of affluent, educated homebuyers with diverse life experiences and interests, we set out to create a look and feel that mirrored our buyers sophisticated tastes, while remaining relatable and inclusive to all.
There’s a Story Here
Inspired by the pages of The New Yorker, we designed a colorful, quirky new brand identity anchored by original painterly illustrations. The new brand tagline invited prospective homeowners to “live vibrantly.”
Titled “There’s a Story Here,” our grand opening launch campaign brought the texture and color of residents’ stories to life through vignettes that painted a picture of the lifestyle that awaited them. Creative highlighted restorative activities, chance encounters and everyday adventures that would make for a vibrant life at Travata.
The new brand was a big hit with our clients and prospective homebuyers. Animated through a colorful community brochure, consumer eblasts, onsite signage, model home talkers, digital ads and more, the There’s a Story Here campaign was geared towards producing a successful turnout for Travata’s grand opening. Our efforts helped deliver 2,800 visitors at two sets of models in the first weekend. Sales commenced the following week and resulted in a complete phase one sellout.