The Need.
With the launch of a new line of homes for those more inclined towards the simple things in life, Insight Property Group (IPG) needed a brand that delivered a quality, timeless impression while still being accessible to consumer’s wallets. IPG wanted to target those who would opt out of the hustle and bustle of city living and opt for the quieter spots outside of DC.
The Process.
Engage crafted Haven—a word synonymous with safety, asylum, and refuge. In a Haven property, customers can be guaranteed a friendly staff and a high-quality home in which they can take pride. The Haven brand combines the best of today’s design trends while incorporating classic elements that will create a long-lasting, enduring brand. We utilized modern color themes with serifed fonts to provide a brand that is timeless without looking dated. The cool blues and grays lend a sophisticated yet laid-back impression and the copper-orange hue gives the brand a sense of warmth that people expect in a home. .
The Solution.
Engage took a multi-faceted approach to crafting a brand that would express a somewhat complex idea. This process included multiple visits to various Haven properties, case studies on current branding trends, comparative analyses of other properties, and good old fashioned brainstorming. We worked closely with IPG through each step of the project and were able to come up with a brand that synthesized all of the information we gathered throughout the process.
The Result.
With the new Haven brand, IPG was able to create collateral, signage, marketing materials, and a new website. All of the materials produced rely on the comprehensive branding package created by the Engage design team. The package is incredibly flexible, allowing IPG to apply it in a variety of ways while still maintaining a consistent and cohesive brand. Check out the design to see for yourself!
