Kings Run

Adult Community

Background

Kings Run was a unique proposition in that the owners were looking to completely redefine the notion of an "active adult community." With new construction for a multi-million dollar facility under way, the company was looking to clearly show that this undertaking was something truly different.

Approach

In keeping with their unique approach to the residences that were being built, the owners decided to bring on a branding agency to help them introduce their facility to the public. Immediately struck by the massive scale and luxury of the site, [whitepenny] knew that the communication assets for this project would need to deviate from those usually found in this industry. As opposed to the traditional template-based website and tri-fold brochure, a complete visual language was developed for Kings Run that ranged from logo to comprehensive overview booklet, each aimed at evoking a distinct (and unique) reaction.