Travata
When CalAtlantic, then the 4th-largest U.S. homebuilder, saw slow presales for Travata—a new luxury community for active 55+ buyers in Irvine, CA—they called us in. The existing creative lacked a clear, compelling brand position. Our task: build a complete brand identity and grand opening marketing platform from the ground up—delivered in under six weeks.
- Brand strategy
- Positioning
- Messaging
- Identity
- Concepting
- Graphic design
- Collateral
- Signage
- Email marketing
Our solution
We repositioned Travata as a sophisticated yet welcoming 55+ community, creating a colorful, New Yorker-inspired identity anchored by the “There’s a Story Here” campaign. Through painterly illustrations and lifestyle vignettes, we showcased vibrant, everyday moments. The launch drew 2,800 visitors opening weekend and sold out phase one in record time.
“Working within a tight turnaround, Truss wasn’t content to craft a conventional brand for Travata. They dug deep to conceptualize something original and highly differentiated for the 55+ market. They really came through and made a difference to the community’s early success.”
Gina Nixon
Former Director of Marketing
CalAtlantic Homes, SoCal Coastal
Whatever the life stage of your brand, our full-service strategic, creative, and marketing services can lift you higher.