MetroLagoons Digital Campaign
MetroPlaces is a community developer with projects across Florida known for their "elements," or community amenities. They partnered with Crystal Lagoons to incorporate their patented crystalline lagoons of unlimited sizes as an exclusive element in select communities. The first such community was Epperson in Wesley Chapel, FL. MetroPlaces capitalized on local and national media coverage by incorporating a digital inbound marketing campaign to increase awareness and generate qualified leads.
The scope of this campaign includes four sets of paid digital banner ads, three emails, and social media ads strategically scheduled based on the consumer's activity. A premium piece of content, an ebook with detailed information about the Lagoon and the Wesley Chapel community, enticed the target market to sign up with information on a landing page.
The design goal of this project is to tie the four Lagoon communities together under the MetroLagoons' overarching visual identity. This look had to incorporate visual aspects of MetroPlaces, Crystal Lagoons, and the individual communities, and this campaign would set the brand standards. The dark navy blue of MetroPlaces combines with the bright cyan of Crystal Lagoons to create contrast and invoke the water of the Lagoons. Montserrat is the cohesive font across the typographical hierarchy for MetroPlaces and its communities. It combines with the hand-drawn script of Sun Valley, used for emphasis in headlines and the "fun in the sun" feel the client requested.
Most of the imagery is photography from the Epperson Lagoon and is supplemented with approved photography from some of Crystal Lagoons' other projects with a similar site plan for consistency. All photos have the water's color adjusted to a consistent bright blue—the color of the Lagoon on a sunny day—for increased brand recognition. The subject of each photo incorporates the target demographic of people in their 30s to 50s enjoying the exclusive Lagoon element.
- Project Roles
- Art Director, Designer, Front-End Developer
- 2D Graphics, Adobe Photoshop, Art Direction, Design, Digital, Front-End Development, HTML Email Development, HubSpot, Social, Wordpress
- Advertising, Campaigns, Social Media Content, Visual Designs, Websites
- Project Industries
- Lifestyle, Real Estate