Highland Meadows

Brand Positioning, Brand Strategy, Brand Identity,
Copywriting, Tagline, Art Direction, Photography,
Advertising, Event Collateral, Print Collateral
Environmental Signage, Sales Center Graphics
Website, Eblasts, Digital Display Ads

Highland Meadows Weston is one the Boston area’s most prestigious 55+ communities. Exceptionally well crafted houses surrounded by meadows, woods and mature landscaping are paired with a unusual opportunities for customization. Each house has been designed and built with meticulous attention to architectural detail and quality workmanship.

 

Brand Positioning
Highland Meadows redefines the art of living well for an elite audience that believes only the best is good enough… and that can afford to pay for it.

Highland Meadows is the answer for those seeking a maintenance-free, estate-quality home near family in Boston’s western suburbs.

It’s the solution for those who valued the quality, style and detailing of the grand home they are leaving behind. It’s a serendipitous discovery for those finding friendship and compatibility among fellow homeowners.

This campaign capitalizes on the positive emotional reactions Highland Meadows elicits, reactions few communities can match.

 

Brand Strategy
After nearly eight years of promoting Highland Meadows, we felt strongly that the final construction phase of more expensive homes required a fresh, distinctive approach.  We gave it the name the “H Collection.”

We wanted to appeal directly to the super-affluent buyer, focusing on identified hooks. We continued to target identified affluent communities and to extend the campaign to elite organizations and geographies. We also solicited testimonials and recommendations from current homeowners.

 

“We wanted the logo to be almost like a stamp of approval, a watermark only on all things wonderful.”

 

Advertising
Because Highland Meadows’s audience, message and the community itself are unique, the look and feel of the campaign needed to escape the look and feel of typical luxury real estate advertising.

The campaign speaks directly to the special concerns and interests of the target audience, such as grandchildren, room for family to visit, freedom from home maintenance, and a like-minded community. We obtained testimonials from current residents used those as our headlines. It was important that the ads all had an authentic message in them.

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