branding & identity, environmental graphic design, signage
Home Builder Employs Storytelling to Connect with Buyers
It’s a sign of the Southwest’s appeal. Taylor Morrison, one of the nation’s largest home builders, has more than 50 residential communities for buyers to choose from in the Phoenix metro area. The nation’s 6th largest city has one of the most dynamic housing markets nationwide. Competition is relentless, so builders look for every advantage to connect with home buyers. Taylor Morrison turned to Thinking Caps Design to bring cachet to the personalities of several upscale communities in their pipeline.
To create an identity for a client, our team immerses itself in the geography, history and cultural characteristics that make each site special, considering competitive positions and buyer profiles, too.
A landscape architect recommended Thinking Caps Design for our work designing entrance monuments. Taylor Morrison tested the waters with a logo and signage project for a new gated-community called Sanctuary at Desert Ridge. It embraced open space and preservation of the tranquil desert environment. Thinking Caps Design developed a logo employing an elegant type treatment and color palette, and integrated it with a monument display at the property gates. The entrance suggests a peaceful haven where the desert landscape provides comfort and reinvigorates the spirit.
Pleased with this result, Taylor Morrison expanded its collaboration with Thinking Caps Design to include naming development for several new properties. To create an identity for a client, our team immerses itself in the geography, history and cultural characteristics that make each site special, considering competitive positions and buyer profiles too.
As work progressed, Thinking Caps developed and presented several naming concepts to Taylor Morrison executives. Each concept was illustrated with a distinctive typography and themed graphics, suggesting a tone and possible direction for further marketing development. Taylor Morrison then guided the selection process, refining its strategy and tasking Thinking Caps Design with completion of a graphic logo and signage design for the chosen concept. Imagine the colorful sunsets over Copper Sky, the high-energy, urban dwellings at Treo, or the lush, desert splendor of Sonoran Gate.
The latest project underway is a 45-acre development from Taylor Morrison on the North Scottsdale property formerly known as Greasewood Flats, an iconic cowboy eating and drinking destination for four decades. Ironhorse was chosen as a tribute to the rough and tumble character and history of the place. Telling a story through identity graphics, interpretive signage and wayfinding is what we do at Thinking Caps Design. Connecting with your visitors is what it is all about.
CLIENT – Taylor Morrison Homes, Arizona Division, Scottsdale, Arizona
DESIGN TEAM – Thinking Caps Design
SCOPE – Community Themeing and Naming, Brand Identity and Signage, Programming, Schematic and Design Development, Design Intent Documentation, Construction Administration
START DATE – September 2014, Sanctuary Design
COMPLETION DATE – October 2015 and 2016 Logo and signage implementation for Ironhorse, Copper Sky, Enclave on the Eighth
“I met with Taylor Morrison on their overall landscape vision for the entry to Sanctuary and recommended Thinking Caps Design to develop a strong, unified image that would stand apart from other communities. Their team’s critical thinking and programming strategies coupled with inspired design skills are a natural fit for Taylor Morrison’s needs.”
Kristina Floor, FASLA President, Floor Associates, Landscape Architecture