We are excited to announce the launch of our first major rebranding project as The Math Creative for Landfair Communities.
Where they were
Previously known as Landfair Holdings, Landfair Communities includes three real estate developments: The Bluffs in the Tennessee mountains, Hunters Ridge in upstate South Carolina and The Reserve, also in upstate South Carolina. In addition, Landfair offers a host of individual commercial and residential listings throughout the area.
Previously, each development had its own, independent website, each with a different branding and strategy. Our charge was to rebrand Landfair in a way that brings the three developments and various listings under one roof. This included developing a targeted online strategy, a contemporary look and feel and a robust content management system.
Enter the math
We began with an exhaustive research phase, where we studied the strategies of competitive brands, analyzed how people search for real estate online. From this research, came the strategy to brand the properties “Landfair Communities” and to feature the natural environment and active lifestyle available to these beautiful real estate developments.
Since all of Landfair’s developments are located amongst, or near, beautiful mountains, we felt Landfair needed a look to reflected this natural majesty. To meet this end, we chose a cinematic display area, where we could feature the visuals and videos of the properties. And we designed a elegant, organic motif to house this screen, using textures often associated with both housing and the natural environment.
Differentiate, but keep it the same, could ya?
For each development, we built upon this woodsy motif with visual variations to indicate a defining feature of that development. For instance, Hunters Ridge lay adjacent to a golf course, thus we incorporated the grass background, or, for the Bluffs, we used a rock background indicative of the various caves and natural bridges found there. This gave each development its own personality, while remaining within the family of Landfair Communities.
Making dreams come true
Developed with the Drupal Content Management System, the Landfair Communities site touts many customizable features, including a filtered real estate listings, editable image/video area and updatable copy. The site content and design motif are displayed throughout using dynamic visual themes with XHTML and CSS. The Flash elements load and animate image sequences and contain a custom video player with full-screen playback. Landfair Listings utilizes Drupal’s database to list and filter excerpts from each property listing. And all content is easily updated by the client, with an attractive, back-end CMS interface that mirrors the site’s look.
Visit landfaircommunities.com.
