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A gated community on the outskirts of the fast-growing home market of the greater Raleigh area, Hidden Lake needed to stand out from a wide base of rivals. And as a richly distinctive neighborhood among competitors, the community also needed to give a strong showing to their unique custom homes and amenities throughout all communications. Further, the property is located just outside city life—but not in the center of it. SMITH needed to focus on this as a benefit appealing to a niche market.

 

Through an array of advertising and collateral, SMITH branded Hidden Lake as a community offering upscale living in a rural setting. We created our messaging to resonate with buyers who would appreciate a neighborhood that combines luxury and city lifestyles with beautiful, natural surroundings in a peaceful location. To do this, we differentiated Hidden Lake through interruptive visual messaging that juxtaposes rustic living with luxury in a fresh way. With our new communications, Hidden Lake was able to break through the cluttered environment of competitors and reach the right people with the right message.

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