Placewright Design was excited to join the BRIDGE Housing team, San Diego Mayor Bob Filner, City Council Member Todd Gloria and Assembly member Toni Atkins (D-78th) among several others, to on the much anticipated groundbreaking of Celadon in downtown San Diego at the corner of 9th and Broadway. The excitement was evident as everyone gathered to celebrate the beginning of a new and life-changing project for the City of San Diego, which ranks third highest for homelessness in the U.S.

From left to right: Aruna Doddapaneni, BRIDGE; BRIDGE Chairman Rick Holliday; Alfredo Aguirre, County of San Diego; Rick Gentry, San Diego Housing Federation; Cynthia Parker, BRIDGE CEO; San Diego Mayor Bob Filner; San Diego City Council President Todd Gloria; Paul Shipstead, US Bank; Jeff Graham, Civic San Diego. Photo on right: Daniela Mocan, Placewright Design and Aruna Doddapaneni, BRIDGE.

Bob Filner, Mayor of San Deigo and Toni Atkins, Majority Leader, California State Assembly, District 78 speaking to a packed house at Celadon’s groundbreaking ceremony.

17-Story Affordable Apartment Home Building for Youth, Seniors under PACE & Special Needs Individuals

Celadon is BRIDGE’s latest affordable and sustainable development, also, the first for BRIDGE in downtown San Diego. This once infill parking lot will soon be a much needed 17-story, 250 affordable rental apartment building providing housing for singles and small families with special needs and housing limitations. 88 units will be supportive housing for youth that have aged out of foster care and other residents with special needs. The remaining units will be for seniors under PACE (Program for All-Inclusive Care for the Elderly) whose only other option may be a nursing home.  These units will provide residents with a safe, affordable alternative to homelessness and unsafe housing.

Safe & Affordable Housing with Services That Enable Residents for Success

With rents ranging from $408 to $879, annual income of up to $38,700, Celadon will not only provide affordable housing to those in need but they will also offer supportive services that will help them achieve success:

• 2 community rooms
• A community kitchen
• Laundry facilities
• Outdoor space, including a resident garden
• Seminar room with a kitchen

A Name that Speaks to Green, Growth, Renewal and More

Celadon, which is a shade of green and speak to new opportunities, growth and revitalization, lives up to it’s name by providing sustainable living for it’s residents.  It’s downtown location offers convenient access to nearby transit for easy commute to and from work and walkable options.  In addition, the high-rise is expected to be LEED Silver certified and will have an eco room with drought-tolerant planting, a photovoltaic system and highly efficient mechanical systems.

Placewright Design and BRIDGE Housing Collaborate for Success

Celadon is a much-needed resource for the city and we are honored to be part of such a dynamic community revitalization program and team.  Working alongside Kim McKay, Executive Vice President, and Aruna Doddapaneni, Project Manager of BRIDGE Housing on the branding program has been a rewarding experience as they strive to create a top-tier development at every possible angle.

Placewright’s role for the Community Theming and Branding, includes:

• Brand Strategy
• Name development
• Logo Design
• Monumentation
• Interior Signage

Special acknowledgements to the team:

DEVELOPER

BRIDGE Housing Corporation

FINANCIAL PARTNERS

US Bank
US Bank CDC
City of San Diego
California Department of Housing and Community Development
California Housing Finance Agency / County of San Diego BHS
San Diego Housing Commission

ARCHITECTS

MVE- Institutional, Inc. (architect of record)
Studio E Architects (design architect)

CONTRACTOR

Turner Construction Company / Highland Partnership

SPECIAL ACKNOWLEDGEMENTS

Toni Atkins, Majority Leader, California State Assembly (District 78)
Bob Filner, Mayor, City of San Diego
Todd Gloria, President and Councilmember, City of San Diego City Council (District 3)
Jeff Graham, President, Civic San Diego
Paul Shipstead, Vice President, US Bank Community Lending
Rick Gentry, President and CEO, San Diego Housing Commission
Alfredo Aguirre, Mental Health Director, County of San Diego

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NAHB’s Nationals Awards pays tribute to superior sales and marketing achievements by individual professionals, homebuilders and associates, and sales and marketing councils. Meet us at the ceremony in January @ The Wynn in Las Vegas.

Elev8ions @ The Bluffs in Fresno is honored with 3 silver awards for the following:

• Best Graphic Continuity
• Best Community Brochure
• Best Community Signage

This cool, new, urban village, offers the opportunity to own a new turn-key, detached home in the highly desired area from the $190,000s. This private, gated community features a chic new pool, 6 floor plans and 3 distinctive architectural styles. The turn-key homes include stainless steel appliances, fully landscaped yards with front yard maintenance & much more.

Getting the word to the hip, young, urban professionals that they can own a new home in this area was challenging and exciting. Working with a variety of media, we rolled up our sleeves and created the marketing messages, color palette and designs that embody the community’s tagline “New. Urban. Cool.”

Visit www.elev8ions-fresno.com for more community information.

Placewright Design Team

Creative Director / Marketing / Strategy: Daniela Mocan
Email Marketing: Daniela Mocan, Sondi Bleazard
Social Marketing: Daniela Mocan, Sondi Bleazard
Advertising (Print & Online): Daniela Mocan, Sondi Bleazard
Signage: Daniela Mocan, Sondi Bleazard

Overall Team

Builder: Wilson Homes
Architect: William Hezmalhalch Architects, Inc. (WHA)
Colors & Materials: Donna Aldrich (WHA)
Virtual Tours: Focus 360
Interiors: Interior Lifestyles
Landscape: Broussard Landscaping
Branding / Marketing / Social / Website / Print / Signage / Advertising: Placewright Design

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“The overwhelming response from our buyers is reflective of the strong desire to live in the City of Fountain Valley and own a new home at Solana Walk,” said Scott Laurie, president & COO of The Olson Company. “We are proud to offer a great Southern California lifestyle-oriented and centrally located community with three unique product offerings. Solana Walk is already the top choice among buyers wanting to live at Orange County’s premier residential community,” said Laurie. Read more about the community on The Orange County Register article.

Placewright’s role for the Community Theming and Branding, included:

• Brand Strategy, Positioning and Design
• Name development of Solana Walk, Gardens, Arbors and Fountains
• Logo Design
• Walking Guide Brochure
• Sales Brochure

Come back and visit the website as we will be posting more of the marketing materials soon! We hope you have the chance to visit this impressive community.

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Elev8ions @ The Bluffs in Fresno celebrated it’s Grand Opening April 14th & 15th. This cool, new, urban village, offers the opportunity to own a new turn-key, detached home in the highly desired area from the mid $180,000s. This private, gated community features a chic new pool, 6 floor plans and 3 distinctive architectural styles. The turn-key homes include stainless steel appliances, fully landscaped yards with front yard maintenance & much more.

Getting the word to the hip, young, urban professionals that they can own a new home in this area was challenging and exciting. Working with a variety of media, we rolled up our sleeves and created the marketing messages, color palette and designs that embody the community’s tagline “New. Urban. Cool.” Grand opening efforts included:

• Website (www.elev8ions-fresno.com)
• Direct Mail
• Comprehensive Signage
• Email marketing
• Facebook posts & ads
• Twitter tweets
• Fresno Bee Ads

Visit www.elev8ions-fresno.com for more community information.

Placewright Design Team

Creative Director / Marketing / Strategy: Daniela Mocan
Email Marketing: Daniela Mocan, Sondi Bleazard
Social Marketing: Daniela Mocan, Sondi Bleazard
Advertising (Print & Online): Daniela Mocan, Sondi Bleazard
Signage: Daniela Mocan, Sondi Bleazard

Overall Team

Builder: Wilson Homes
Architect: William Hezmalhalch Architects, Inc. (WHA)
Colors & Materials: Donna Aldrich (WHA)
Virtual Tours: Focus 360
Interiors: Interior Lifestyles
Landscape: Broussard Landscaping
Branding / Marketing / Social / Website / Print / Signage / Advertising: Placewright Design

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NAHB’s Nationals Awards pays tribute to superior sales and marketing achievements by individual professionals, homebuilders and associates, and sales and marketing councils. Meet us at the ceremony on Florida this Wednesday, February 8th! Wish us luck on the Gold Awards!

BEST INTERNET MARKETING CAMPAIGN

Email Marketing

Email marketing campaigns continue to drive traffic to the sales center through weekly and monthly emails, direct mail postcards, Fresno Bee and Facebook ads.

Facebook Marketing

A powerful and visually engaging social networking platform informs, educates & turns Fans into Buyers. Landing pages, virtual tours and Facebook advertising are strategically designed to turn traffic into sales.

Facebook Advertising

Leveraging internet technology (email, e-newspaper ads, Facebook ads, Facebook landing pages, polls, posts and Tweets) and closely aligned print campaigns, key messages are showcased through big, bold headlines, fun and relevant imagery, virtual tours and more.

BEST COMMUNITY SIGNAGE

We developed a complete signage program utilizing the brand’s unique elements — thought-provoking plan names and short stories, the signature white frame, fun icons, fonts and color. Circular plaques inform the buyer of the home’s benefits and “extras.”

Placewright Design Team

Creative Director / Marketing / Strategy / Theming: Daniela Mocan
Email Marketing: Daniela Mocan, Sondi Bleazard
Social Marketing:  Daniela Mocan, Sondi Bleazard
Advertising (Print & Online): Daniela Mocan, Sondi Bleazard
Signage Design: Daniela Mocan, Sondi Bleazard

Overall Team

Builder:  Wilson Homes
Architect:  William Hezmalhalch Architects, Inc. (WHA)
Colors & Materials:  Donna Aldrich (WHA)
Virtual Tours: Focus 360
Interiors:  Interior Lifestyles
Landscape: Broussard Landscaping
Branding / Marketing / Social / Website / Print / Signage / Advertising: Placewright Design

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Related California is a full-service real estate firm that has developed over 8,500 units of top quality affordable and market-rate multifamily and mixed-use residential properties in California since its inception in 1989. From low and moderate income townhomes to high-rise luxury apartments, all of their properties are designed, built and managed to the highest quality regardless of the income level served. Related prides itself on a track record for consistently developing best in class projects that become new industry standards in design, construction, sustainability and property management.

It was our pleasure to work with you and provide you branding, identity & Grand Opening invitation designs for your award-winning projects.

Learn more about Related Companies of California.

Pradera Apartments ::  Anaheim, CA

Green Point Rated Community | Award of Merit

Builder: Portrait Homes, Inc.
Developer: The Related Companies of California
Architect/Designer: William Hezmalhalch Architects, Inc.
Interior Design: Mannigan Design
Brand Development & Print Design: Placewright Design @ WHA

View the Grand Opening Invitation Design |  Learn more about the Branding & Identity

City Center Senior Apartments :: Ontario, CA

Best Age Qualified Housing – Multi-Family Community
Award of Merit

Builder: Portrait Homes, Inc.
Developer: The Related Companies of California
Architect of Record: Withee Malcolm Architects, LLP
Design Architect: Gary Collins
Interior Design: Chameleon Design
Print Design: Placewright Design @ WHA

View the Grand Opening Invitation Design

Plaza at Sierra ::  Fontana, CA

Best Age Qualified Housing – Multi-Family Community
Grand Award

Builder: Portrait Homes, Inc.
Developer: The Related Companies of California
Architect of Record: BSB Design
Design Architect: Gary Collins
Interior Design: Chameleon Design
Interior Design: Adrienne Faulkner
Print Design: Placewright Design @ WHA

View the Grand Opening Invitation Design

Crescent Cove :: San Francisco, CA

Award of Merit
Best Affordable Project – 30 Du/Ac or More
Builder: Nibbi Brothers General Contractors
Developer: The Related Companies of California
Architect/Designer: David Baker + Partners
Land Planner: Andrea Cochran Landscape Architects

To Read More on WHA’s blog, visit: http://www.whablog.com/wordpress-blog/2011/05/16/pcbc-2011-gold-nugget-grand-awards-and-award-of-merit-honorees/

Did we mention you can own one for just $1,176 down and $1,350 a month? These charming Balboa Island inspired cottage-style homes are now selling from the $100,000s.

If ever there was a time to bring something fresh to the market, this was it. And that’s exactly what Wilson Homes and William Hezmalhalch Architects (WHA) did.

The phones started ringing and the door knocking started as soon as the signs went up and the “Coming Soon” website was live. Why? With a reputation for high-quality home building, it is evident that when Wilson Homes builds a new community, people are eager to get in. When we first started working with the Wilson team, we were very excited about the opportunities ahead of us, for a few reasons. Leo Wilson built his legendary path in the custom-home arena and son, Todd Wilson, started in the company early on. They are a unique combination of proven, high-quality builders who have a strong foundation in tradition, but are true visionaries and true innovators. This was new, different, fresh and they were looking for the right approach to make the right impact. And it worked.

A fresh logo for a fresh take on community branding.

Elev8ions logo, seamlessly integrated throughout the campaign, is a fresh take on community branding geared towards single and young family homebuyers. The logo captures 8 founding principles of Wilson Homes’ vision each represented by 1 icon: eco smart, technology, quality, progressive home designs, friendly neighborhoods, detached homes, lifestyle oriented and flexible. Inspired by a wealth of meaning—perfection, love, friendship, prudence, balance and center—“8” represents all of the above, but most importantly, transcends cultures, religions and various areas of humanity. The spelling variation of “elevations” piques interest creates intrigue and invitation to learn more, thereby, engaging the buyer in a memorable and truly meaningful way.

No ordinary branding & marketing program would do—only select ingredients for a new and innovative brand of community.

While we held on to solutions that have traditionally worked in the past, we had the opportunity to share new and exciting solutions with Wilson Homes. Speaking of exciting, one important factor is that we started working with the Wilson team when architecture was still being designed, early on. While this may be a bit unexpected for some, at WHA, our Studio is brought into the mix much earlier on in the process, so that we may gain a deeper understanding of the vision, the opportunities, the challenges—in essence, the spirit of the community and it’s future inhabitants. Being in the room with the architect, Bill Hezmalhalch, the landscape designer, Terry, the  builders, Leo Wilson, Todd Wilson and other key team members, brings a perspective unparalleled to that of starting with a 1 to 2 hour team “kick-off” meeting where an agency is to absorb months of planning, preparation, brainstorming and decision making.

We worked with Wilson Homes to develop the community’s brand and marketing materials from the ground up. From strategy, to focus groups, messaging and positioning, we developed the community’s name, tagline, logo, a 2.0 interactive website, email marketing platform, sales brochure, signage and social media program. As a completely new brand for the Wilsons, this was a big shift. Maintained are all of the key quality ingredients of a conventional  home, but packaged in an attainable, uncompromised manner. The target audience had to be reached so they would know: this is a Wilson home, it’s detached, it’s attainable and it’s in Harlan Ranch, Clovis, CA.  The marketing collateral needed to communicate this critical message—instantly.

Highlighting the incredible amenities and turn-key home inclusions.

Telling the story of 8 is critical to telling the story of “elev8ions.” Therefore, a large wall exhibit was designed and implemented as a way of engaging the viewer and driving home the “big” news of the founding principles. As the sales agent provides the virtual tour, the viewer casually absorbs the messages, reinforcing what makes Elev8ions a great community in which to own a home.

An oversized sales brochure that doubles as a community newsletter instantly communicating “this is big news!”

For this buyer and this unique community, we needed to communicate the big “news” with instant impact. The sales brochure design is in the format of a community newsletter, “In the Loop—Life at Elev8ions.” The brochure has all of the expected items—the floor plans, elevations, features—but presented in a manner that is interactive and will not appear stale over a period of time. Lifestyle images accompany the floor plans providing ideas of how to live in each particular space and the back cover highlights website activities and call-to-action to register. The imagery communicates “easy” living where individuals are smiling and enjoying the home spaces or the community amenities, balancing the suburban lifestyle with the “urban” feel of some of the homes.

Direct mail with impact.

A strategic blend of traditional and online advertising.

A variety of newspaper and Facebook ads are designed to promote events, virtual tours, turn-key ready homes, etc.

Integrated e-mail platform that sells, informs and motivates buyers and brokers.

An interactive, educational and socially integrated 2.0 website.

A fresh take on community branding, this 2.0 website has garnered many fans and happy homeowners. The design is clean featuring big bold titles, bright colors, highly specific imagery and loads of information easily accessed in a variety of user-based style. We have obtained over 100 registrants and sold over 40 homes. Elev8ions is now the fastest selling community in the Central Valley.

What makes this website engaging, entertaining and informative?

Virtual tours; Messages from the architect, interior designer & landscape architect (perfect for a new homebuyer); Floor plans demonstrating lifestyle options “Easy” emphasis and rich with imagery; 8 big ideas; “Smart & Easy Way to Buy;” Easy ways to connect and multiple ways to sign-up; Easy Pre-qualification; Homebuyer Testimonials; Turn-key Packages; Rotating image & message gallery.

An engaging social networking platform that gives fans options on their preferred method of communication & participation.

The Elev8ions Fan page is dedicated to communicating relevant information about the community—lifestyle, turn-key move-in ready homes, important events (not all geared towards selling) and useful advice for a new homeowner. Leveraging Facebook’s technology, events are posted and fans and friends (of Wilson Homes) are invited to participate. Polls are occasionally posted and “hot” news is a big hit with the fans!

The Team

Builder:  Wilson Homes
Architect:  William Hezmalhalch Architects, Inc. (WHA)
Colors & Materials:  Donna Aldrich (WHA)
Virtual Tours: Focus 360
Interiors:  Interior Lifestyles
Landscape: Broussard Landscaping
Branding / Marketing / Social / Website / Print / Signage / Advertising: Placewright Design

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We are excited to share this new blog and new Studio website with you. As you may already know, WHA’s blog is loaded with great information on our joint projects and events, but we wanted to provide you with a platform that delivers focused information specific to the world of branding, marketing and design. As you can see, we are just getting started, so check back to see what we and our industry are up to.

Boutique Design Studio—Big Agency Impact

As an award winning and progressive full-service Studio, we thrive on creating and delivering fresh ideas for branding, print, multi-media, website design, search engine marketing, social media and technology development. We provide clients—large and small—with big agency experience while respecting your bottom line. We offer over 20 years of experience in branding, implementing marketing campaigns and web-based solutions with measurable results for national and regional brands in the real estate, financial, engineering, boutique retail, portable in-flight entertainment and manufacturing industries. Our creative and technology team applies strategy, creativity and ingenuity to produce budget-conscious solutions that are designed to turn passive observers into passionate fans and followers. Learn more.