Project Overview
What We Did
From the earliest stages of providing initial brand development insights and introducing the brand internally at Crescent, our ultimate task was to help move potential homebuyers from inspiration to purchase — all without the benefit of existing properties or photography. Our team began by creating a distinct visual language and tone for the brand that reflected the company’s values and approach to homebuilding. We then translated this look and feel across a complete range of internal and external communications. From rallying and educating other divisions of Crescent Communities to piquing homebuyer interest and raising awareness, our collateral pieces sought to inform, inspire and instill trust.
Brand Development
To inspire homebuyers to imagine their future in a Fielding home, and with only renderings to display, we devised an ingenious solution. Placing models within watercolor environments complete with textured paper artistically conveyed the idea that the Fielding Homes’ team will work with each individual to realize their own creative vision. The look played out beautifully across all communications and allowed the Fielding Homes team to update their materials when finished photography became available while maintaining a consistent visual look.
In video, this concept came to life using a combination of watercolor and green screen footage to show how Fielding Homes helps consumers realize their vision for their perfect home.
In video, this concept came to life using a combination of watercolor and green screen footage to show how Fielding Homes helps consumers realize their vision for their perfect home.
