December 29, 2006
New ownership calls for a new identity
Out with the old and in with the new was the first order of business when Colonial Crest Apartments & Townhomes reopened under new management and ownership in late 2006.
Situated in Bloomington, Indiana, just minutes from Indiana University’s main campus, Colonial Crest partnered with Sire Advertising for an identity campaign designed to position the facility as the area’s premier choice for student housing.
One of the main campaign goals was to re-introduce Colonial Crest among the student population. At this stage, it was important to present the facility as new and improved and focus on the various renovations completed to enhance the living environment. The first phase of the new strategy began with the development of a new logo.
To appeal to students, Sire took a clean, contemporary approach to the logo design. Designed in the Indiana University burgundy, the logo is simple, yet unique, and easy to recognize. After the logo, the next step was to introduce new collateral and the Web site, both of which became key recruitment tools. Created simultaneously, these two pieces work together in conjunction with the Colonial Crest stationery, to create consistency and continuity within the facility’s marketing program. In the same vein as the logo, the brochure and site create a dynamic energy with the help of the warm reddish hues of the burgundy color scheme and the colliding line pattern.
Sire is also developing a pair of tradeshow banners to assist Colonial Crest personnel as they seek to attract new students through housing fairs and similar events. The banners carry the same design scheme established with previous marketing material.
“When we chose Sire Advertising to create our identity, collateral, and Web site, they basically had to begin from a blank piece of paper. The results have been nothing short of stunning,” said Colonial Crest Property Manager Timothy Roberts. “The logo has been carried over from the site to the brochures to the business cards creating a consistent identity that is easily recognized by our current and potential residents and business associates. Sire was creative, responsive, and committed to our success.”
To learn how Sire can develop a comprehensive identity campaign, e-mail us today or call (570) 743-3900. |
