South Creek Brand Campaign
Creative Review
2 Brand Personality
Brand Campaign
Creative Review
A look at our creative journey to your new brand identity.
THE ASK
THE CREATIVE BRIEF
Motivating thoughts
DEVELOP A BRAND IDENTITY FOR SOUTH CREEK, TO DEVELOP A BRAND IDENTITY AND CAMPAIGN FOR SOUTH CREEK, A NEW MULTI-USE COMMUNITY IN CHAPEL HILL, NORTH CAROLINA . THIS WILL BE THE NEWEST AND MOST SIGNIFICANT MIXEDUSE COMMUNITY IN CHAPEL HILL IN OVER TWO DECADES. ANTICIPATION IS GROWING FOR THE PROJECT AND ITS OFFERINGS.
With proximity to UNC, RTP, and the Triangle, South Creek is distinquished by its location and commitment to the preservation of nature in and around its collection of condominiums, townhomes, apartments, retail, and abundant green spaces.
Who's our audience?
What they say,
We'd like them to say,
A mix of local and relocating professionals and academics between the ages of 25-65 seeking an attainable, convenient, and thoughtful community to call home. They desire an escape from the congestion and high traffic of local cities but still demand everyday conveniences and up-to-date technology features. Alternatively, older residents/empty nesters (55+) will be leaving their single-family homes for a simpler, maintenance-free lifestyle, attracted by our amenities and the newness of the construction. Most residents will have a dog or cat, or maybe one of each. They'll consider their pet's well-being when searching for a new home. All audiences embrace comfort and relaxed living but also appreciate staying on top of trends and occasionally experiencing a taste of refinement. They'll probably cook at home a lot and enjoy at-home delivery kits like Blue Apron and Hello Fresh, but occasionally go out for dinner and adventures on the weekends. During the week, they'll enjoy staying close to home — taking advantage of their community amenities and Southern Village, streaming their favorite shows, working from home, enjoying family time, walking and biking on nearby trails, or making the most of Southern Community Park next door.
"It can be hard to find a home with a location that offers me convenience beyond my neighborhood. I'd love to live in a community where I can easily enjoy the outdoors while accessing the luxuries of city life."
"The community design and easy access to everything outdoors is very appealing to me. I am attracted to the natural sense of place that is being created here. I love that I can choose the pace in which I live my life."
The big idea. It's a natural fit. Next-to-nature homes designed for the way we want to live in a sustainable community that connects us to what we enjoy most.
Brand Personality A look back at our brand adjectives and visual inspiration
DESCRIPTIONS
MOOD BOARDS
Brand Descriptors
Authentic Warm Vibrant
Serene Balanced Friendly Satisfying
Close to Nature Connected Green Friendly Lively Within Reach
Convenient
Diverse
Brand Campaign Creative for visual and messaging consistency
TYPOGRAPHY
PALETTE
LAYOUT LOOKS
PHOTOGRAPHY
SUMMARY
NEXT
Brand Campaign Typography
Brand
Campaign Palette
PRIMARY COLORS
Primary colors should be used whenever possible as a main identifier of the South Creek brand.
PMS 405
C:26 M:31 Y:35 K:72
R:78 G:69 B:64
WEB-SAFE: 4e4540
SECONDARY COLORS
Secondary colors can be used in tandem with the primary colors as support (e.g., typographic headlines, background colors) but should be used sparingly or as added detail.
PMS 384
C:45 M:28 Y:100 K:12
R:140 G:145 B:51
WEB-SAFE: 8C9133
ACCENT COLORS
This accent color should be used to highlight information or add visual interest to layouts.
PMS 550
C:49 M:16 Y:17 B:0
R:129 G:178 B:195
WEB-SAFE: 80b2c2
Please refer to a PANTONE ® swatch book or work with your vendor to ensure accuracy and consistency in color reproduction.
PMS 454
C:22 M:18 Y:37 K:3
R:193 G:187 B:159
WEB-SAFE: c1bb9f
PMS 583
C:35 M:11 Y:99 K:0
R:175 G:189 B:54
WEB-SAFE: afbd36
PMS 7597
C:10 M:85 Y:93 K:2
R:215 G:76 B:47
WEB-SAFE: d74c2f
PMS 5445
C:33 M:16 Y:14 K:0
R:170 G:191 B:203
WEB-SAFE: aabfcb
PMS 220
C:23 M:100 Y:35 K:18
R:165 G:21 B:90
WEB-SAFE: a5155a
*The colors on this page are made from the CMYK formulas. Color reproduction when printing from this page or viewing on screen may not be accurate depending on the type of printer or screen.
Brand
Campaign Photography
More to consider
Summary
South Creek, a highly anticipated residential community surrounded by a serene forest, stands out with its diverse housing options and balanced, vibrant living. From condos and townhomes to apartments, it caters to the needs of young professionals, academics, empty nesters, and right-sizers aged 2565. In addition to these homes, the community will offer opportunities for specialty retail and office spaces, enhancing the experience. South Creek emphasizes modern conveniences, sustainability, low maintenance, and a variety of amenities. Approximately 80 acres will be set aside as a nature preserve, providing residents unparalleled access to natural beauty.
South Creek is not just a residential community; it’s a desirable, enticing, and fulfilling lifestyle choice. A vibrant and welcoming streetscape sets the tone for a community that fosters connections with outdoor dining options and lush green spaces. The stunning views of the natural surroundings invite exploration. Its strategic location, close to cultural attractions, local employment hubs, shopping, and educational centers, ensures a convenient and enriching life. The community’s authenticity, inclusivity, and proximity to nature promote greenfriendly living while keeping residents connected to city luxuries.
One of the most appealing aspects of living at South Creek is the freedom to choose your own pace. Whether you prefer the lively and dynamic environment inside the community and nearby Southern Village, or the relaxation and tranquility offered by the natural setting, the choice is yours. Here, you can be close to everything yet feel worlds away. With a range of ownership and rental opportunities, it is economically accessible to a wide demographic. It’s a lively and welcoming place with something for everyone. It’s a natural fit for all, where you have the power to shape your own experience.
