A Stroke Of Genius
When Treasure Hill approached us with their maverick idea to add three game-changing components to all of their new homes, we were instantly on board. All Treasure Hill homes would now include cutting-edge technology (features like Amazon® Echo Show™, Rogers® Smart Home Monitoring, worry-free Wi-Fi, remote garage door opening to name a few), enhanced finishing details (eg. Ceasarstone® countertops, Napolean® fireplaces), plus the latest “green” features for interior comfort and a reduced carbon footprint.
Our task: To create a “brand” and rollout strategy for this new endeavor that would communicate the fact that every Treasure Hill home, no matter the size or purchase price, would have these features included; as standard.
Our first task was creating a name for the brand. We stood firmly behind the name GENIUS – because these homes go beyond “smart” to the next level.
We created a consumer friendly brochure detailing all of the inclusions of a GENIUS home; using the creative concept of a “stroke of Genius”. This would be distributed at Treasure Hill Homes Sales Centres. The brochure brands the three inclusions as CONNECTION (technology features), COUTURE (enhanced finishing details) and CONSERVATION (green technology). Each inclusion has its own colour with its accompanying ‘stroke” of Genius in that colour. We accompanied the brochure with banners for use inside the sales centres for instant impact and awareness. A carousel slider was added to the corporate web site to introduce GENIUS and impel consumers to begin asking sales agents “What exactly is GENIUS”. There are plans to add a full stand-alone page to the site dedicated to GENIUS.
Partnering with clients like Treasure Hill keeps us fresh and on our toes. Their enthusiasm and energy for creating memorable homes and an exceptional customer experience invigorates our creative energy. We think the results speak for themselves.