People don’t buy homes, they buy the dream of a brighter future.
27 years ago, the developers of the master-planned community of Summerlin approached us with a challenge. They were creating a new community so far away from the rest of civilization that local media referred to Summerlin Parkway as the “Road to Nowhere.” They wanted people to move to Summerlin, and they wanted them to pay a 30% to 40% premium price per square foot.
This proposition removed them from competing in the rational space, and we set out to create an emotionally-driven premium brand with badge value. The way people display their rank in American society is through the acquisition and display of luxury items demonstrating their wealth. Summerlin had to be, among other things, an understated display of wealth and aspirational drive, grounded in traditional values and sense of place. Home.
Strategy | Identity | Website | Print | OOH | Digital | Film | Direct | Social
CASE STUDY PRESENTATION
HERE'S TO THE FUTURE
PRINT: "THIS IS SUMMERLIN. THIS IS HOME."
PROJECT HAPPY CASE STUDY
Best selling master-planned community in America 13 times. Home to 100,000 residents and growing. 27 years, one agency.
"Robertson Partners is a very attentive team who understands all the needs of their clients from last minute projects, connecting partnerships to timeless and priceless creative moments that make each client special and set them apart. They manage the entire process and are in step with their clients through the completion of every project."
– Danielle Bisterfeldt, Vice President of Marketing