ABOVE To best tell the story of this 2016 NW Natural Street of Dreams show home I designed a logo and theme of design that conveyed a constant message.  The home was state of the art in design and energy efficiency.  It was outfitted with the most cutting-edge fixtures and architectural features.  In all, it was the quintessence of home construction.

That became the name of the home, ‘Quintessence’.  It is derived from the sum of all elements, the fifth and highest of all.

The designed collateral included a monument at the street, serving as home address and an informational resource.  There was a granite plaque placed in the back-yard living area with the name and the story.  For public consumption I designed + created a generous offering of take-away goodies including circular peel-off stickers with each of the elements, wooden tokens with the Quintessence home logo icon on one side and the logo of the home builder on the reverse.  A series of ‘trading cards’ with images and details promoting the home builders’ other available communities, along with a featured ‘Quintessence’ card all its own.  A printed and digital booklet gave guests something to take and read after the show, plus a plethora of brochures highlighting the award-winning aspects of the ‘Quintessence’ show home.  Talk about exiting through the gift shop, the exit garage area was a bevy of branded collateral crafted to evoke a strong affinity for the home and its builder.  The endeavor worked and it won best of show and sold shortly thereafter.  Branding works!

ABOVE For this 2007 Street of Dreams show home promotion all stops were removed, it would be immersive!  The home was to be named “Pinnacle” in reference to the grandeur of its design.  Even as the architect worked on the plan, I began creating a theme of design based on a made-up family crest to depict a certain lineage.  Once that was finalized, the motif was coupled with a proper font and color set.

I blasted the media with a mix of themed email campaigns, direct mailings, discount coupons and TV advertising tie ins.  There were magazine pages, photo essays and advertisements galore.  Huge signs told project visitors what was being constructed on this plot of land, with brochures to take home if they wish.  As construction continued, I designed carpets, bronze plaques, pool table felt, in-house trim and started on the take-away collateral for the upcoming show.  Invites were created and printed, sealed with a real wax seal to further embed the old-world theme of design.  A company in the UK made a wax seal embosser for me to use!

Come show time the crowds had quite a lot to feast upon.  Along with themed brochures, they could take a page with the house colors and trim selections.  These printed items were also available as PDF downloads via the home builder website.  I also coded a special version of the company website to reflect the show home, with an old-world theme and delightful interactive elements.  Photographs became on-line viewers and in-home displays.  A themed deck of playing cards, poker chips and additional take-me-home items went into thousands of show attendees pockets.