Milner Heights was designed as a community for all generations by offering a variety of home types to suit life’s stages: rowhomes, manor homes, townhomes, and single-family homes of varying size. First, DfR focused on creating an identity that would appeal to the multi-age target market, and distinguish Milner Heights from other products in the area. Anchored by a warm colour palette of burnt orange and brown and a logo inspired by the community’s ridge-top location, Milner Heights was positioned as both sophisticated and inviting. Secondary, yet complementary, colour palettes identified each home collection. Stylistic elements united the collateral, such as the curved line of the Milner Heights logo that was woven throughout. To meet the needs of a multi-phase development where collections |
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are introduced in stages, DfR created one brochure for the community as a whole, and separate, smaller project brochures for each home collection. In addition to traditional print pieces, DfR designed and developed a comprehensive Milner Heights website, featuring a site plan, floor plans, amenities map, image galleries, features lists, and online registration. In the Presentation Centre, a large screen in the entry displayed a stunning Milner Heights slideshow while two interactive screens gave visitors details at their fingertips, including showing them exactly how the kitchen or bathroom would look with their preferred colour scheme. Overall, DfR’s offline/online campaign was highly effective in reaching the broad target audience and communicating the choices available at Milner Heights. |
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