The challenge for Broadstone Montane was to create a compelling story that would lure those priced out of urban Denver down south to live and play in a different, but truly authentic Colorado experience.
To break the mold of typical multifamily property branding, we were brought in early at the development stage of the project to collaborate with the award winning, Denver based interior design firm, TRIO Environments, to create a cohesive, strategy driven brand that tells an impactful story.
Every deliverable has been thoughtful and stays consistent to the Broadstone Montane brand story:
"Awaken your senses with the scent of pine, taste of dirt and feeling of calm. Live, work and explore at this contemporary basecamp that would make Zebulon Pike proud. At Broadstone Montane, you’re always the right age for adventure."
BRAND STRATEGY + NAMING
WEB DESIGN + DEVELOPMENT
BRAND STRATEGIST | Mindy Viering
WEB DEVELOPER | Sean Nicdao
SIGNAGE | AdLight
BRAND STRATEGY + NAMING
In preparation for pre-leasing, leasing and occupancy to achieve high rents and leasing velocity, Alliance Residential wanted to create value through creative, consistent design and messaging. Through an in-depth dive into brand strategy, we were able to provide long-term direction for all of Broadstone Montane’s branding, communications and marketing efforts, from digital to traditional to social. Intended to be a comprehensive yet fluid resource, the brand strategy guided the development of visual and written content for Broadstone Montane to help the property stand out from its competitors while accomplishing Alliance Residential’s goals.
The name Montane refers to the mountains and wide open spaces which immediately reminded us of the physical property the community sits on. Paired with the rustic yet chic interiors of the space, we knew the name Montane would be a front-runner for the client.
Broadstone Montane alludes to a rustic mountain lodge but with an unexpected modern edge. There’s an air of mystery to the brand that is undoubtedly part of the “cool factor” drawing in young professionals and families priced out of Denver down South to Colorado’s fastest growing town, Parker. The brand is confident, inspired and when it comes to design, simplicity is always key. With this simplicity also comes an effortless sophistication that reveals the brand’s high standard for luxury living.
website design + development
For those unable to quickly drive by the community, we were tasked with creating a web experience that would immediately set the tone for all that Broadstone Montane had to offer. Rich in images and strategic in messaging, the website became the first touch point to launch the brand. We focused on elevating the lifestyle appeal of the community. This was achieved through a variety of hand-selected imagery, intricate graphic elements, unique page layouts and branded messaging in order to set the tone for a truly authentic Colorado experience for future residents.
In order to keep the brand consistent throughout the community, Alliance also wanted us to help direct the design for wayfinding signage, inside and outside of the property. We played off of classic trail head style signage found on campsites to create a modern, rustic lodge feel mimicking the interiors of the clubhouse. With technical guidance from AdLight (the contracted sign company used for this project), we mocked up 3D renderings of each sign, from the building directionals to the primary monument at the entrance of the Broadstone Montane community.
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