River Ridge Launch
During my time at Suncadia Resort, I was honored to participate in the launch of one of Suncadia's newest neighborhoods, River Ridge. This project is the proudest moment in my career. River Ridge started as dirt.. literally. There was no brand in place whatsoever—my role was to curate a sense of home through visual storytelling while building the brand that is River Ridge. This launch included neighborhood logo design, social media campaign management, creative direction for photo and video shoots, brand development, print, and digital ad design. All the way down to the neighborhood's entry monument. River Ridge is now the most highly sought after property in Suncadia, totaling over $40 million in the first release of 23 homesites.
BRAND DEVELOPMENT
As I mentioned before, this project started with minimal creative direction when it came to branding and style guides. It was up to me to create a message that resonated with prospective buyers. I used the surrounding area to build a visual story about life in River Ridge. Key factors that played into the final brand message included location, proximity to amenities, privacy, natural features such as the Cle Elum River, which wraps around the property's outer banks. The Cle Elum River played a massive role in building this brand, hence the name River Ridge.
Additional project tasks included logo design, creating color guides, mood boarding, and curating the approved brand package to ensure our messaging was consistent.
ad campaigns
The initial launch of the property featured a King County Metro System contract. I designed and shipped the creative campaign content, including a full back bus wrap and side panel advertisements on several King County Metro buses. Bus routes were determined by demographic data based on our buyer's profile. This brand push went alongside print and digital campaigns, most notably featured in The Seattle Times, 425 Magazine, Puget Sound Business Journal, and The Wall Street Journal. The King County Metro System contract ran for 6 months while the print and digital campaigns lasted a year.
PHOTO/VIDEO
Before our second major release of River Ridge homesites, I directed a professional team of videographers and photographers to create a 60-second commercial and build a library full of photos highlighting everything River Ridge offers. My tasks included model management, wardrobe coordination, liaison between all parties involved in the production, location scouting, and full control of the editing process.
I continued to use the raw footage to create 15 to 30-second videos for social media campaigns and brand awareness. This project tasks included editing raw footage in AfterEffects with our brand message, creative writing content that matched each video, scheduling to coincide with new launches, and other digital marketing pushes.
email communications
I managed the design and deployment of multiple e-mail campaigns throughout the initial launch. These e-mail blasts continued throughout each homesite release with new creative content to inform owners and prospective buyers of purchase incentives and future release dates.