Identity Creation for Property Redevelopment
SUCCESS STORY
IMAGINING AND EXECUTING AN ALLURING DESTINATION IN GULF SHORES, ALABAMA
Client: UC Funds / ONE CLUB Gulf Shores
Project Timeline: 2017-2019
Services Provided: Branding + Strategy + Digital + Photography
The Challenge
The previous version of ONE CLUB, ”Emerald Greens” was stodgy. The ten-year-old property was originally designed to be condos surrounded by a nine-hole golf course. Due to the downturn in real estate in 2007, sales stalled and so the owners decided to market the remaining unsold units as apartments. It lacked an engaging member experience, which many potential buyers list as the most desirable amenity of a condominium community.
Understanding the market’s potential to create a relatable message to prospective future residents presented the biggest challenge.
The Process
UC Funds, which purchased Emerald Greens, was familiar with Rip Muhlenhaupt’s previous experience as a management consultant with O’Neill Properties. When O’Neill acquired Carnegie Abbey Club, a prestigious sporting estate, Rip greatly enhanced the membership experience and loyalty through design and development.
Adam Muhlenhaupt and Rip visited Gulf Shores to immerse themselves in the area. They praised the beaches, after-hours lifestyle and the clean, welcoming environment.
The property underwent an overall update to the clubhouse, golf course and landscaping to increase value.
Hundreds of pictures and hours of video, including drone footage, were captured to create the most visually immersive website experience. Not only does the website feature sweeping aerial views, it is also content-rich. The proverbial lens wasn’t only focused on the property itself. We leveraged the growth in Gulf Shores and the beauty of the Alabama Coast to upgrade perception. Through interviews and extensive research, we learned about Gulf Shores and showcased it on ONE CLUB’s website through design, photography, videography and content.
Problem Solved
During the course of the in-house, full-service project, we brought past experience, data-driven strategy and creative work to the various challenges presented to us by UC Funds.
The new identity was completed and an interim website launched in ninety days. The completed rebranding project took 150 days, whereas similar projects by other agencies often take a full year.
The initial feedback from residents included very positive feelings. They reported a more sophisticated, community-centric experience and condo owners are pleased with value-added upgrades.
Going forward, The Moving Company is responsible for inbound lead generation for condo sales (slated for sale by the end of Q1 2018) and will be using geo-targeted, persona-based marketing and advertising campaigns across multiple areas of the country.
