THE NEED:
The team behind Legacy At Vail Square, a luxury condo building in Vail’s Lionshead Village, had a lot, blueprints, and a logo and needed to bring their project into a hot market during the winter of 2021. They were an experienced group of property developers but didn’t have much knowledge in the way of marketing and selling properties in the Vail Valley. They contracted these services with our team on Slifer Smith & Frampton’s development division, so we got to work brining Legacy to life.
THE REMEDY:
I began with the brand itself. The team had commissioned the elegant Legacy “L” logo from a design agency who had failed to provide a complete brand package, so I took their working files and developed a full suite of logo variants as well as colors, typography, imagery, and branded design elements for use on all of their collateral.
Once the brand was tidied up I was onto the website. Responding to changes in the very active market the developers wanted to launch publicly three weeks after our team contracted with them, so I set out to create a compelling website for their launch that would leverage their limited project assets into a compelling site that highlighted all the value residences would bring to Legacy owners. I had a good deal of fun with the imagery and copywriting given that the team had such deep connections to Vail in its early days. I regularly placed images from the early days of the mountain alongside copy that truly drove home the teams connection to this very special place.
Once the website was published and integrated with our automated lead-tracking systems it was time to build out a suite of collateral that would put the project’s best foot forward. I began with distinctive sales materials like floor plans, floor plates and price sheets that were automatically version-controlled via online publishing and paid subtle homage to the development team’s family history of Formula One racing. With my visual identity now firmly established I then designed and copywrote a bevy of print ads that received prominent placements in national and local publications. And finally, to ensure Legacy always stayed top of mind, I designed a huge array of digital ads that we circulated in conjunction with our print advertising to always tell a harmonious story about Legacy.
THE RESULT:
“1/3 reserved before construction even began.”
Well even given an incredibly tight timeline of three weeks from contract signing to launch we did it. Legacy at Vail Square launched on time and right into a searing hot market with a fully-developed brand and suite of sales materials that allowed our sales team to get right to work. Before construction crews had even broken ground over a third of Legacy residences were already reserved by excited new owners.
