Positioning and tone of voice for a northern-based new homes developer, including tailored personas and messaging to align with their audience—geared for a fast and impactful market launch.
Positioning
Tone of voice
North Country Homes
Creative treatment
We developed a comprehensive tone of voice guide grounded in real-time and market data, complete with boilerplates for social media and key content formats. The guide included tips for crafting lifestyle-driven descriptions of home layouts, helping viewers picture themselves living in the space.Tone of voice
We crafted three key personas: the aspiring first-time buyer, the seasoned second-stepper, and the younger fledglings. Staying true to the brand’s bird theme, we kept it subtle and playful, weaving it into copy across boilerplates. Each persona came with tailored messaging and channel strategies for precise execution.Personas
We revamped the existing website copy, which lacked focus, and tailored it to better resonate with the target audience. House types were rewritten to feel fresh, and we introduced engaging local area content that hadn’t been there before.Website copy
We paired relatable, down-to-earth imagery with striking northern landscapes to resonate with real buyers and showcase the region’s dramatic beauty.
We crafted a balance between professional and informed, creating content that feels both trustworthy and enjoyable—making homebuyers feel secure while keeping the experience fun.
We crafted inspiring campaign messaging tailored to first-time buyers and those seeking a move to rural living, perfectly aligned with the developer’s land selections.
Persona segments
