Sereno Canyon is an exclusive retreat of luxury private residences nestled among the foothills of the McDowell Mountains in Scottsdale, Arizona.
Summation was contacted to design an identity that captured the essence of desert living. Incorporating a rich, natural color palette, and a visually interesting texture derived from a repeating logo pattern, the brand was applied to stationery, a sales kit, and various other print collateral.
As part of the initial brand development, a series of images were selected to represent the brand. Because construction had not yet begun, a sense of place was created using photos of surrounding landscape, as well as the use of stock lifestyle imagery reflecting the planned amenities and intended target audience.
A private dinner party for a select number of top real estate agents required a unique invitation. A View-Master concept showcased the breathtaking views from the property. Recycled paper and natural colors reflect the brand.
This introductory brochure outlined the developer’s vision for the project, showing incredible landscape photography of this last remaining parcel in the high Sonoran Desert. Details of the available homesites and intended amenities described an exquisite, secluded community in nature.
The website featured a location photography slideshow, an illustrative site plan, and the developer’s story.
Marketing included the use of print advertising in regional magazines and a campaign in The Wall Street Journal.