As Brookfield Residential prepared to launch its new master-planned community, Barefoot Lakes, the development team enlisted Art + Business ONE to create an enduring, overarching brand strategy.
Barefoot Lakes is situated in Firestone, Colorado near two charming lakes and the St. Vrain River. This exquisite backdrop provided the entrée for the value proposition, A Step Ahead, which focuses on the natural Colorado offerings just steps from residents’ doors.
A+B1 conceptualized the community’s positioning, established its brand identity and developed a comprehensive strategy to inject the community brand experience throughout Barefoot Lakes.
The brand is revealed through a collection of on-site and online venues. Monumentation and marketing signage underscore the vibrant yet earthy aesthetic inherent to Barefoot Lakes, while inviting exploration of the new home opportunities provided by reputable homebuilders. Community amenities further manifest the nature-centric brand, with an expanded trail system, parks and gathering areas planned to encourage outdoor discovery. A+B1 also launched a new website and developed digital marketing and e-communications strategies to cultivate interest.
The brand has been thoughtfully integrated into the community planning and seamless implementation is of the utmost importance. Bringing big ideas to fruition through meticulously executed details, A+B1 continues to guide brand governance as Brookfield Residential signs other builder partners and begins home construction at Barefoot Lakes.