Modern urban living.
With a mission to foster social and cultural growth through modern architectural design, Vanguard Lofts is Sarasota’s premier development focused on the urban infill philosophy.
With no network of professionals in the community and no marketing efforts in place, the young San Francisco based design company, Tetra Terra Development, chose Sarasota for their first new construction venture. TTD was challenged with finding customers who would realize the potential of the neighborhood and ‘buy-in’ early in an area that’s currently under developed. Additionally, they were concerned with reaching the right buyers who would understand and appreciate the aesthetic standard being set with modern architecture.
A positioning strategy and visual identity was needed to communicate how this project was different from other construction in Sarasota. It was important to understand the bigger vision of Tetra Terra Development and how their philosophies integrated with the history of the neighborhood. We concentrated our focus on internal discovery as well as challenges to the industry, barriers to success and customer personas.
Modern Urban Living
The central concept of the Vanguard Loft identity is “modern urban living.” This is supported by the Urban Infill philosophy of architecture and urban planning. I collaborated with local filmmaker and videographer, Joe Granato, to capture the emotion behind why this project is on the forefront of transforming Sarasota.
While any developer can create visually modern architecture, we positioned Vanguard Lofts as Sarasota’s only development focused on the urban infill philosophy. Targeting the professional with appreciation for design, buyers would be blazing the trail to well-being and growth of the city. While benefiting from the convenience to downtown, the mixed-use design would allow freedom for entrepreneurial opportunities.
“Modern urban living” became the central concept of Vanguard Lofts brand identity. This translated into a website, promotional video and printed booklet.
Because each unit actually lives larger than it looks, we designed the website to emulate the expansive feeling one would have.
In a market where the competition is printing elaborate over-sized marketing collateral to impress buyers, we decided to go small. A compact printed booklet detailing the philosophy, floor plans, renderings and pricing was developed with the awareness such material is typically discarded.
To supplement the compelling “why,” we developed a promotional video with local filmmaker and videographer, Joe Granato. Featuring the developer and architect on the project, they discuss their love and vision for Sarasota and the Rosemary District, as well as the idea behind Vanguard Lofts.
Within a couple months of the launch, Vanguard Lofts drew considerable attention from the press. Winning multiple awards for the architectural design, Premier Sotheby’s quickly took the opportunity to represent the project and has pre-sold nearly all units.