Harmony is a new master-planned community in Aurora, Colorado. They cut through the clutter of builder subdivisions by bringing a brand new home experience to the area, which includes a surprisingly high majority percentage of millennial homebuyers. We embraced the challenge that inevitably came with the name ‘Harmony’—how to make this Harmony unforgettable
Brand campaign, event coordinating, logo, print collateral, promotional campaign, social media, website
Harmony, Melcor Development
Quick quips, words of wisdom, and tantalizing trends. The aspirational yet attainable brand is integrated throughout all online applications, from the pop culture references to bold quote cards in social media to the sleek design and easy user experience on the website. HereInHarmony.com grounds our message in the place that is Harmony, while our duo of hashtags, #AtHomeInHarmony and #GimmeHarmony, appeal to a wide audience. “In Harmony” dovetails location with musicality, while pairing the bold gimme with the Zen and serene harmony creates an unforgettable call to action. No other “Harmony” community would dare to be this audacious, but here in Harmony Colorado, the balance is perfect, and the sentiment is heartfelt.
We made an unapologetically bold move in the Denver area with more than 50 outdoor placements in both city and suburban neighborhood bus shelters to start building the excitement for Harmony’s opening!
To balance out the rockin' brand vibes, Harmony's uniquely dynamic logo encompasses the prairie architecture that inspired the design of the community's amenity center, The Venue. Strong, diagonal lines mimic the butterfly roof of The Venue and weave their way throughout the brand, emphasizing connections and giving consumers’ eyes a path to follow. The logo's icon is an ambigram—reading the same upside down as it does right side up—so it’s perfectly suited for the implied rotation action of the brochure's 45 rpm record design.
Eye candy with results.
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