Harmony Homes is currently undergoing a brand pivot from average middle-class homes in the $200,000 dollar range to a ultra-luxury custom housing around $2,000,000 and up.
Rhodes Hills is the first development from this company to go into this demographic.
Rhodes Hills is an elevated, luxury desert development located on a high desert hilltop with sweeping views and an emphasis on exclusivity, serenity, and endless legacy. The goal was to build a digital content ecosystem that not only informed but emotionally transported readers by positioning the development as a lifestyle, not a location.
Rhodes Hills had:
The challenge was to transform a project with no assets into an immersive digital experience through narrative and SEO.
As the Creative Strategist for this project I was in charge of:
<aside> 💡 How do we launch a brand without visual assets or concrete information about the new development?
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Why we chose to address this problem:
We had no visual assets available, since the company was still leveling out the mountain, so anything visual had to be conceptualized digitally. The project just received state government clearance to start, but due to a lack of clear direction from our founder after 20 years of litigation, our team and I did not have concrete information to build our brand identity.
<aside> 💡 I decided to pivot and base our brand launch on an Aspirational tone. Since what evokes want for an object or asset is the experience attached to it, we focused on an approach that would invoke a fear of missing out on an exclusive opportunity. Since we have no visual assets, I decided to use my background in AI to assist and build visuals with the narrative to create a story that would draw people in and keep them wondering.
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Example of AI image used on socials
Market Research
Tool Research
Through this research we found: