Transforming Pasco County Florida is the community of Angeline – a true city in the making. More than 6,200 acres of unspoiled land are becoming a groundbreaking new mixed-use, master planned community with all the elements necessary to lead a healthy and fulfilling life. Anchored by a 750-acre Life Sciences Development for Moffitt Cancer Center, Angeline will encompass up to 30,000 homes, a farm, school, town center, a lagoon and up to 100 miles of trails. The community will attract those eager to be inspired, learn and celebrate the opportunity to live well in an integrated, forward-thinking community the likes of which have never been seen in Florida or beyond. Beginning with the initial visioning in 2017, Walker Brands worked with the full planning and stakeholder team to imagine and articulate the distinct MetroPlaces offering – leveraging the location, the inherent beauty of the site, and the public-private partnership opportunities. From developing the brand to launching the marketing of the community, Walker is continuing to support development, new home sales and broaden awareness.

Objective

• To develop a brand strategy encompassing the scale of the master plan while providing a digestible program for phased development for a multitude of offerings
• To create a brand positioning, identity and narrative that separated this mixed-use master plan from the ubiquitous residential-focused master plan landscape in the surrounding regional area

Strategy

Walker Brands conducted research among key stakeholder groups to help inform the Angeline vision and brand. The scale and density of the community vision inspired the initial brand statement “A City in the Making.” Three foundational pillars – Nature, Innovation and Health – inspired the vision book, brand story and breadth of predevelopment brand asset work including a unique visual vocabulary and kit of parts. The brand also informed a unique comp sign plan and welcome center experience, as well as a multi-channel marketing and advertising program. A full suite of communications, marketing, and advertising initiatives are underway to both consumer and b-to-b audiences.

Services

• Visioning and charrette
• Vision book
• Brand strategy
• Brand identity
• Media planning and buying
• Creative campaign development
• Print, digital, social, and outdoor advertising
• Website, collateral and lead nurture
• Community photography and video production
• Welcome center design and experience
• Stakeholder presentations and builder book
• Brand support to a comp sign plan
• Measurement and reporting
• Ongoing account management and oversight

Success

The vision and initial launch of Angeline has garnered both local and national news as community stakeholders share the collective story of this vast master plan. Moffitt’s SPEROS FL is global healthcare news and the Angeline Academy of Innovation (a magnet school grades 6-12), opened Fall 2023 and has had tremendous attention and press coverage for its innovative STEM curriculum, further supporting the innovation of the brand. Website traffic and builder sales center traffic is tracking above goal during the initial years of residential sales.