Brand Identity, Brand Strategy, Naming,
Brand Positioning, Copywriting, Tagline,
Art Direction, Advertising, Event Collateral,
Print Collateral, Environmental Signage,
Sales Center Graphics, Website
Belclare, 25 elegant and luxurious condominiums built in the charming town of Wellesley. The first truly urban-style luxury condominiums in Boston’s affluent western suburbs, Belclare offers the rare opportunity to leave the headaches of a large home behind without sacrificing luxury.
Traditional and elegant. The client felt that the private courtyard and gardens was one of the major selling points of this site. Taking that as a jumping off point, and after researching floral motifs and 18th and 19th century engraving, we crafted a stylized version of a hydrangea, one of the main flowers in the gardens there and paired it with an elegant, serif font gave it a traditional yet modern flair.
We took that mark and created a delicate pattern to use as a background on all the marketing materials to give depth to it all.
Beclare is the obvious choice for those who want to live in Wellesley without being encumbered by a single family home that is too large and requires too much maintenance. It is elegant without being stuffy, located in the heart of a town they love and translates “luxury”, and is convenient as well as beautiful. Beclare is for the next phase of their life, a residence that reflects their taste and style — from classically traditional to sleekly modern — that looks and feels like their personal definition of “home.”
We created a portfolio that would hold floor plans and a small brochure for the sales team. The brochure was filled with gorgeous renderings and our charming photography showcasing the town’s many attractions and amenities.
We named Belclare’s newsletter that kept our interested residents informed of happenings around Belclare. We created a series of postcards to keep the new owners excited about the construction progress as various phases of their homes were completed and we developed invitations to special events to promote interest in living at Belclare.
Our direction focused on creating a sophisticated and elegant, yet warm look enhanced by different textures and a soft color palette with broad appeal. We wanted to use subtle humor to avoid pretentiousness and more emphasis on creating surprising visuals to capture the attention of our demographic.
As the demographic was over 55+, people who wanted to downsize from larger homes but still stay close to family and friends, the brand strategy was “Thinking of downsizing?” A simple line, but when paired with a tongue-in-cheek photo by acclaimed photographer Rodney Smith, the message struck an amusing cord.
18 of the 25 units sold within the first 5 months and the entire project sold out in 1 year.