Lennar was acquiring land in central Florida to develop a new series of master planned, legacy communities. These communities start out as one, but as additional land is acquired and developed, become evolutions of the first community and bare the same foundational name. Although there are differences in product, location and amenities, they often share some core traits that become known as part of the value, which is then transmitted through the name and marketing. Lennar engaged Walker to provide branding assistance, from the identity and visual identity to advertising, wayfinding, environmental graphics and much more.
- Series of 4 legacy master planned communities offering single family homes and townhomes
Recognition
First Place in Sign Systems
Strategy
Walker began work to develop an overarching brand strategy and memorable identity for these innovative, nature-inspired communities. The name “Storey Communities” portrayed the distinctive “storytelling” theme of amenities and placemaking envisioned for the community and reinforced the community’s focus on nature, wellness and a family-friendly atmosphere. Our tagline, “Your story starts here,” is reinforced with a variety of amenities that give homeowners a vibrant foundation for their new life in a Lennar community. Walker developed an integrated program for the community brand, from marketing communications and sales center design to website, community signage and names for streets and neighborhoods. Walker also facilitated a branding charrette to brainstorm innovative programming for the communities, such as Little Free Libraries, Wildflower Parks, Community Gardens and the multifaceted “Prairie Line” fitness and nature trail, as well as the stories to go with them.
Services
- Naming and identity
- Brand style guide
- Charrette, placemaking and amenity planning
- Logo and brand standards
- Sales center
- Collateral
- Website
- Advertising creative
- Signage and wayfinding
Success
Beginning with Storey Park and continuing with Storey Lake and Storey Grove, all four legacy communities achieved a velocity of sales that surpassed goals and achieved community partnerships as planned. A fourth community, Storey Creek, is now underway to build on the success of the previous communities and join its predecessors as one of the Orlando area’s top-selling communities.
