Greatland Homes designs, builds, and develops neighborhoods and homes as a boutique builder in the Minneapolis, MN area. They prioritize ethical work which results in beautiful living spaces. The two founders approached us with their desire to incorporate their 40+ years of experience into a new brand which showcased the creativity and relationship of a boutique builder with the expertise and scalability of their larger commercial counterparts.
Challenges and Goals
1. Brand personality - The visual identity and website our team created needed to target 30–40 year old moveup buyers. Our team decided to leverage the creativity and relationship of the boutique builder for their target market, but needed to accomplish this without the message that Greatland Homes lacked experienced. The strategy presented didn’t sacrifice their decades of business experience for a trendy visual without meaning.
1. Visual Identity - Our design team chose a color palate which used two hues of blue and an accent golden cream color. The bold, minimal combination included the contrasting warmth of the lighter blue and gold.
2. Logo - We presented three options to illustrate three distinct approaches to the market. The final mark combined a classic monogram with the contemporary typeface, Proxima Nova.
3. Website - The vast amount of needed tabs in their site-map mixed with a limited amount of content for each page presented the greatest challenge. Our team worked to combine all of their existing website pages into one scrolling page, and designed a menu button which held all of their contact information, resources, and blogs. It streamlined their message, and offered a menu which allowed additional information to scale-as needed later.