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St. Joe Properties planned to create a network of high-amenity residential communities along the coast of Northwest Florida with a focus on casual luxury. They knew branding would be incredibly important to attract investors as well as residents.
Enter GodwinGroup. Together with St. Joe, we conducted several BrandQuest™ sessions to develop brand personalities for a number of planned communities, among them WaterColor, WaterSound and Windmark Beach. The idea was to give each one an identity of its own that would add to the overall cache of the St. Joe family – brand extension in reverse. GodwinGroup conducted a variety of charrettes during the property-development process, allowing us an extraordinary head start when it came to branding each property. Later tactics focused heavily on driving traffic to these destinations using C3 Intelligence® and numerous lead-generation strategies.
Today, all three of the communities developed under Godwin’s watch are enjoying unprecedented success among wealthy Baby Boomers and young affluent professionals. And St. Joe continues to leverage their individual brand identities to remain successful.
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