To build community awareness, to drive traffic to the community and the website, and to stand apart from other builder/developer billboards by providing a fresh, fun design that mirrors the feel of the community.
Playing off of the look/feel established by the website redesign in summer 2015, we created a billboard that would attract attention and tease to the fun, friendly atmosphere of the community.
This community’s main homebuyer has been younger families — some are first-time, others are move up buyers. They love the outdoor amenities of the community, and are well connected to nature, technology, and to their neighbors. With this billboard, we wanted to show the more fun, laid-back side of the community, and so we featured those amenities in the design.
The location of this billboard is not ideal — it is a right-hand read just past an overpass while heading northbound on I-275 toward the community. However, we purchased a 4’ extension for the top of the billboard, making it really stand out as the largest and one of the only boards in that area.