VINCENT STRASZEWSKI - INTEGRATED CREATIVE DIRECTOR
Working on Meritage really gave our team the opportunity to leverage and combine expertise across several disciplines. We were tasked with creating the full experience on-site during a home tour.
We first aligned on a look that could resonate with our audience, we chose an illustration style to help keep things nimble and scalable across all communication materials. We were also tasked with figuring out ways to convey key build differentiators and benefits in a fun memorable way that also included a live demonstration captured on video. I got a chuckle watching colleagues squirm while handling the roaches on set.
Most if not all assets came from the initial request of creating an on-site video. The video covers a few key differentiators and our intent was that it can be appreciated at any given point playing in the background during a home tour. It gave us a lot to work with as we created the rest of the tour experience. Edits and cut-downs also allowed us to play in the digital and social space more deliberately and holistically outside of the on-site expereince.
Signage was placed in key places around the home. We wanted to be sure they were seen but not over cluttering the space. This required some tour policy recommendations to limit the amount of communication and signs to ensure the best experience. Since equity can often appear the same in this category, we decided to include more of our illustrations to help create a visual thread in pre and post of our targets tour journey.
We resurrected the QR code due to potentially new technology behavior after seeing how much easier the experience is now as a native function. NFC was on the table, but it required too many steps for Users and we wanted to be sure we were providing access to tools that would support the onsite tour.
As a bonus, we thought that we could create dioramas to help make our build differentiators even more memorable.
Finally, we needed to create additional Bill Nye style videos to really hit hard on the science behind Meritage’s build technology. This content was initially intended to be primarily for this on-site experience but we made sure to incorporate and recommend all of this work across channels. Cut downs and edits were made to reflect placement and purpose.