Brand Communications Strategy: Naming
VandenBerghe Properties - July 01, 2023
VandenBerghe Properties, a multifamily housing developer, was in need of a property name for its new 492-unit luxury apartment complex in Central California. The client was interested in tying the name to the property's geograpical location to make it locally relevant. After auditing the VandenBerghe brand, the neighborhood, the competitve landscape, and understanding the target demographic, I presented a few options for the client's review. Among them was "The Lark," which is a bird native to the California Central Valley. To complement the naming for a more robust marketing strategy, I then proposed a series of headlines to market their amenities, the neighborhood, and the property interiors. These followed the nomenclature of the bird/nature theme: Nest in Style, Space to Spread Your Wings, and Creature Comforts.
All of the above can be found currently in use on the property web site, linked below.