Bodies of water in Colorado are cherished, and not commonplace. Built on man-made lakes that resemble a naked foot, the Barefoot Lakes community brand pays homage to its major amenity – its lakes – while elevating the perceived living experience of the plains just east of Colorado’s north-south highway (I-25).

The initial brand goal was to change the impression of life east of I-25, as home prices in the $700s were anticipated. Barefoot Lakes is now known as the high-class master-planned community of Firestone, and is breaking ground on its second neighborhood and welcoming more homebuilders.