ERICA REED / copywriter

CHARTER / brand campaign

This big home builder had a big ask: Give the Charter hero brand an identity that will help it stand out in its category. Then, establish a revised relationship with its sub-brands (aka neighborhoods). All in the name of reaching aggressive growth goals.

Our approach was to tell the Charter story in a way that focused on place before product. That's when the magic of the "More than a neighborhood" concept was born. We wanted people to know that every Charter neighborhood is about more than the houses that fill it. Essentially, we were selling homes by focusing on the interactions that happen in the spaces between homes, because that's where memories are made.