Overview
Brand
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Strategy
Copy Writing
Analytics & SEO
Black Creek Chattanooga is a unique master planned community offering new homes and options to build on a wide variety of lots, all connected to thousands of acres of protected land, yet just minutes from the urban excitement of downtown Chattanooga. With a variety of home sites and floor plans, and neighborhoods connected by natural walking paths and winding roads, they’re building a community where generations, connection and nature become one.
Our clients had an ambitious vision for Black Creek. They wanted this unique community to “bring back all that’s been forgotten about a life well-lived.” The Maycreate team designed a detailed presentation for the senior leadership team, demonstrating how we would deliver the required work and results. From there, we finalized our two-phase budget plan that contained deliverables and the cost of each phase. Once approved, we executed the plan.
The brand not only had to reflect the development’s natural setting, but the ways in which the land and the community’s design brought the generations who lived there, together. To begin, we researched and assembled a complimentary color palette and typefaces that captured the brand’s personality. Then we developed copy/content that gave the brand a distinctive voice, separating it from others. We also designed a new logo and concepted a new tagline (Where Living Comes Naturally) that tied all the brand elements together.
In addition, the agency produced and launched a digital marketing campaign that produced Black Creek’s largest list of qualified new homebuyer leads. We also redesigned and built a new website with new copy/content. Shot photography and addressed both CMS and SEM optimization, giving our client the ability to develop more content-relevant web pages and effective components for paid search. Our success led to a number of other high-profile projects that were not part of our initial agreement.
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