As my inaugural post to KristianKelley.net I want to examine a familiar practice, certainly here in the Valley, of community branding through the use of Monument Signs.
From a marketing perspective it seems simple, create a name that will conjure pleasant imagery in your customers minds, thereby enticing them to live or shop in a magical mystical land of make believe. Homebuilder marketing will tell us that one of the top things home shoppers are looking for is a trail system. This is why I live in a neighborhood that has been dubbed by a high paid marketing firm, “The Trails”. Great name, until you are made aware of the glaring fact that there isn’t a trail within 2 miles of here. This small detail didn’t stop the Builder from using this name, nor did my fellow buyers ever question the name. We all just felt so good about living in a place with such a lovely name that conjured up images in our minds of long walks in the country, holding hands with our loved ones, little Billy learning to ride his bike under the shade of an old oak tree grove, maybe we will have a nice glass of ice cold lemonade when we arrive home.
Branding is necessary and has its place in the development industry. What is objectionable is the permanent fixed monumentation that forever binds a community and its residents to a marketing campaign. These structures remain for hundreds of years with their dried up and dead annual beds, half of the letters missing in the graphics, dated materials damaged and weather stained, and a name that forever reflects the lack of creativity of the Builder/Developer. How many different ways can we use the word “Vista”? The goal should instead be timelessness.
Additionally, the concept of branding is fundamentally flawed when the community name is not coupled with distinctive residential architecture and planning methodologies that embody the brand. I’m sure you can find a neighborhood in your area that has a great Tuscan name associated with it that contains the same cookie cutter homes that are directly across the street in a neighborhood with a great farm or ranch brand. Certainly, if a brand is to be believed it must be carried through to the finest details.
The solution is not all that difficult to implement. When planning the next physical manifestation of Heaven on Earth, rethink the entry as a landmark within the overall city or simply as a beautiful extension of the city with a seamless blend of vegetation and character. Placement of temporary marketing signs may act as the branding tool through the sales and build out process. They can even use the name “The Trails” if they so desire. When the last home is sold, the temporary sign is removed and the residents of the new community begin to define the place with there own lives and provide a new cognitive brand identity for themselves, no signage needed.
I would love for this to become a discussion as this is the opinion of one designer. Also, if you have examples of this marketing method in practice that you could share please do so.
