Set in the scenic farmland of Valley Center, Park Circle aims to be a community full of passionate local pride and modern American nostalgia. The community will be ready to open in Spring 2021.
Brand development, event concept + management, logo
Park Circle, Touchstone Communities
Valley Center, California
Park Circle Day Experience
With the community grand opening a year out, we wanted to create an environment that continued to engage Park Circle’s home shoppers. We strategically established Park Circle Day—a series of events featuring local Valley Center institutions that share our community values—where we greeted home shoppers face to face, heard their stories, and showed them that Park Circle cares. We created branded materials—including imprinted family lawn games, coloring pages and custom signage—to kick off our brand lifestyle and continue to live on in the community.
While the brand leans heavily into nostalgic energy, it was important that Park Circle’s logo could stand alone as something inclusive, modern, and creative, while still encompassing wholesome values and the promise of nonstop activities. The wagon was such a perfect solution, we decided to create a version of it in real life. #GetintheWagon became a hashtag that we could both literally and figuratively demonstrate, making it truly and uniquely our own.
Park Circle’s brand was built to project the power of nostalgia. The variety of passions and personalities (dog whisperers, bakers, makers, sunbathers…) that will live here are a mix of the familiar and the unexpected, and they’re all welcome. Metropolitan homebuyers will know that plenty of sophistication—and local San Diego culture—await in Park Circle.
A bright and fresh color palette brings a strong contemporary vibe to a place often mistaken as “country.” Brand imagery runs the full gamut—illustrated iconography, patterns and textures, and vibrant photography create a surprising and colorful environment that begs to be visually explored. Photographs are saturated and crisp with bold pops of brand colors inspired by sunny skies and playful childhood memories. Fun portraits of different buyer groups in everyday environments emphasize the eclectic and inclusive community, paying off our tagline—this wagon fits all.
Builder Welcome Wagon
Nurturing relationships is important. To both welcome and introduce home builders to the Park Circle family, curated gift boxes of goodies were personally delivered to builder partners. A classy hardcover book showcases the developer's vision of the community with key market insights and strategies. Packaged up with a branded insulated tumbler and custom decorated cookies, it demonstrates the inclusive brand while literally welcoming the home builders to the team.
Park Circle's collection of print collateral mirrors the brand, hearkening nostalgia and feelings of a true hometown. A simple tri-fold brochure communicates the overall community message, while the companion activity + coloring book gives the kids something to do while their parents shop for homes. Collectible Park Circle postcards are also freely available to take home as a keepsake, or mail to friends (They'll even provide a stamp and mail it for you at the Welcome Center). Pens and stickers? They've got those too, of course—but if you want the stickers, you'll have to participate in the community scavenger hunt!
Eye candy with results.
Explore more of our previous work!