Built Property Co

MY ROLE: Lead Brand Development, Brand Strategy, Naming, and Content Strategy.

THE TEAM: Karen Locke: Copywriter (naming sessions)

CHALLENGE: Establish a new brand for an existing property development group.

SOLUTION: Rebrand and rename a property development group to align with the founder’s values and stand out in the PNW market.

DELIVERABLES & SERVICES: Naming, Brand Book and Social Media Content Strategy.

RESULTS: Launch pending

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Brand Foundation

Focus: Historic renovations honoring the past and new developments tastefully uniting classic and modern design elements.
Vision: Envision, design, and create timeless elegance.
Purpose: Provide expertise and create value in the region and the industry.
Values: Integrity - be loyal, honorable, trustworthy, and practice reciprocity.

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Crafting the Brand Story

Built Property Co. envisions, designs and creates timeless elegance. We are a property development company focused on the commercial and residential sectors of the PNW market. Associated with high-end design and honest materials, Built raises the bar. Our hard working, motivated team of experts are driven to achieve excellence. 

We believe that purposeful design creates value. Built practices a reciprocal approach to our work, mindful of the end users and the living, growing neighborhoods we help shape. We develop in ways which promote beauty, longevity, and create culture through thoughtfully curated commercial tenants. Our aesthetic is inspired by historic American and European architecture. Built Co, because good design is timeless.

This story communicates the ethos of the brand - classic, trustworthy and design oriented.

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Naming

After developing the Brand Book, I led a naming workshop where we arrived at the name Built Property Co. This classic, strong new name communicates the brand values both in style and tone.

Built Property Co, Because Good Design is Timeless.

Brand Moodboard   *imagery in moodboards are pulled from online sources and used internally, not intended for commercial use

Brand Moodboard

*imagery in moodboards are pulled from online sources and used internally, not intended for commercial use

Architectural and Lifestyle Photography Guidelines

For architectural photography, shoot at an angle that elevates the building to fine art. Emphasize luxury and highlight design details while composing high end imagery. Reinforce the level of quality and sophistication with occasional B&W imagery. For lifestyle photography, showcase an idealized setting for the target customer and include an anonymous human presence in the photos to spark the imaginations of the audience and prompt them to insert themselves into this visual story. Capture foliage, brick, wood, or light sources for added warmth as needed.

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Social Media Content Strategy

The content strategy defines what and when to post on social media. From content categories and storytelling concepts to strategic hashtags, this guide addresses how to use social media as a powerful tool to connect with your audience, grow relationships, and increase brand awareness. While designing Built Co’s social media content strategy, I kept commercial and residential tenants and investors top of mind.

With categories such as Eduction, Inspiration, Behind the Scenes, and Community, the content works to establish expertise, inspire longing, build trust, and foster belonging between the brand and their audience.

Bio, Content Categories and Storytelling Concepts

Bio, Content Categories and Storytelling Concepts