CHALLENGE: Create a marketing tool to assist in securing a minimum number of $1-3 million dollar unit sales before construction could begin. Provide a tangible reference for early home buyers anxious to make design selections for their newly purchased homes.

SOLUTION: Create an emotional lifestyle piece, as well as a functional specifications catalog for all custom interior design selections. Visuals and messaging must appeal to the affluent home buyer, as well as reflect the culture of a community in a highly sought after real estate location.

ROLE:  Design lead in collaboration with the Meyer Place at Ferndale marketing team.

• Concept design creation & presentation
• Art direction/visual design
• Page layout/production
• Print vendor management

PROJECT DETAILS:  Pocket folder carrier and inserted spec book design and production specifications:

• 10″ x 10″, finished
• 44- page (40 pages + cover)
• 4-color process
• Unique pocket folder with saddle stitched 16-page guts (lifestyle brochure) + gusseted spine for inserted spec book
• Specialty waffle pattern, uncoated matte paper cover + dull coated guts

RESULTS:  Design pieces were well received by the marketing team and home buyers and have become coveted “coffee table” books as they were a limited print edition. Builder successfully procured the required number of unit sales and broke ground in 2018. The structure is well under progress with occupancy slated for fall 2019.