When long-time client Ashton Woods decided to launch an entry-level brand, they knew they could trust DEFINITION 6 to bring the business to life. With very different target audiences, the two brands needed to have distinct voices and visual tones while still conveying the same industry expertise Ashton Woods is known for. First, we worked to evolve the initial brand proposition into a voice that would be a trusted guide for first-time homebuyers with a supportive and informative tone. Knowing that this audience would be heavily mobile, we designed and developed the Starlight site with a mobile-first approach. And to continue guiding homebuyers, we designed and built an interactive iPad tool for the sales team to help visualize and simplify the unfamiliar process.
DEFINITION 6 also manages Starlight’s digital and social strategy and execution across multiple platforms. By reaching potential buyers where they are, we’re able to drive leads through the website while championing the message that homeownership is within reach. Through the launch of the Starlight blog, The Lamp Post, the brand is able to create engaging and informative content that can be leveraged across content types from blog posts to infographics to social media posts.
This multi-touchpoint approach drives over 6% of the site’s overall traffic and a growing social media presence supports the growth of the brand as they expand into new markets and communities.