Only a true, authentic narrative would appeal to busy New York buyers who are inundated with shiny, new real estate offerings. The Hudson Woods architectural values of craft, sustainability and locally sourced materials and the growing artisanal movement of the Hudson Valley made for an engaging narrative to uphold across all aspects of the brand. We created a single organizing idea: ‘From the Source’ which became the guiding idea for driving all aspects of brand – From the development of an editorial content strategy around local makers to designing the product package and buying experience and visual identity.

With a systematic approach to branding, the logo, colors and typography came together to give a distinctive, rustic look, whilst also creating ensuring clarity and the feel of a coherent product.

Brochures and the online web experience functioned to not only communicate the lifestyle of Hudson Woods, but to help ensure the purchasing experience was simple to understand. Making it easy for people to choose the right materials, finishes and upgrades meant we were delivering a more holistic experience all around. Of all the lots sold buyers purchased between five and seven upgrades.

The kind of lifestyle Hudson Woods offers is one many aspire to lead. Creating noise around this new development went further than just attracting buyers, we wanted to share this experience with an aspirational audience; including fellow craftspeople, creatives, and voyeurs of beautiful houses and design. We stayed in touch with fans of Hudson Woods using Instagram and an internally generated weekly newsletter. The audience helped amplify our message by sharing our stories and creating buzz around Hudson Woods. This led to some great collaborations while also building a network of creatives to contribute to and market the project further.