Starpointe Communities, an Arizona developer, launched a new planned urban development called Artesia. Artesia plans promised an unequaled live/work atmosphere in Scottsdale. We were tasked with developing an identity and marketing materials for Artesia. The Artesia brand needed to resonate and entice a mature, wealthy audience to purchase a very expensive new home before it was constructed.

Because we began the design well before the property was developed, we couldn’t rely on glamorous photography of the final product to help build an image, we only had a few architectural renderings to work with. We needed another angle. To do this, we needed to immerse ourselves in the culture and environment of this market to truly understand and represent the unique qualities of the property. After a few visits to Arizona, multiple interviews with sales people, construction workers and marketing experts, and tours of the competition, we began to create the Artesia story.

First we created a brand identity that captured the elegance, sophistication and fluidity for the architectural design.

Next we concepted the foundation for the promotional materials: to promote Artesia as an unmatched lifestyle. From that point, the Artesia story came to life in many formats including advertising, Flash animation, brochures and the sales office. Using serene colors, enticing lifestyle imagery, flowing textural elements, and a voice that asked you to "imagine," we helped to create a desire to purchase at this high-end community based almost entirely on its brand image.