FEATURE STORY HABITAT FIRST GROUP
A unique property concept where families build their very own ‘grand design’ holiday home within 100s of acres of private nature reserves. Habitat First and it’s three locations, based in the Cotswolds and Dorset, make it easy for families to invest in family life.
These private communities offer families the opportunity to step back in time, to a simpler notion of off-duty. Children can safely disappear with their friends for good old-fashioned fresh air adventures while their parents unwind knowing there’s no lawns to mow or DIY projects to be completed.
The highest priority is placed on the natural habitat which is full of wonderful wild life, beautiful flora, clean lakes and the comfortable and convenient fully-serviced eco homes.
The female consumer and illustration
From our research we identified the mother as the primary decision maker, deciding how often and where the family would go on holiday.
With this in mind along with the challenges of communicating this complex sales offer, we landed on the use of illustration for this brand. Illustrator Russell Cobb, created four illustrations showing families and individuals enjoying the wildlife at Lower Mill Estate.
The seasonal illustrations are wildly engaging and the elements useful for both B2C and B2B purposes. They appear on sales merchandise, in advertising campaigns, materials produced for investors, on the website and other sales collateral.
This distinctive advertising campaign appeared across Condé Nast publications, the Sunday papers and publications for jet-setters like British Airways’ High Life magazine and the Financial Times’ How to Spend it.
Again, with the female consumer front of mind, we designed a handbag sized sales brochure, which is not only stunningly tactile but contains a rational reason to settle at Lower Mill Estate alongside an emotional one.
The brochure continues on to tell the story of the modern cutting-edge eco-home design, the community of families and the beauty of the 550 acre natural habitat.
Layered into the brochure, using smaller tipped-in pages, is the story of what a home at Lower Mill Estate could be like for your family, inclusive of the memories you might create and the experiences you might have.
Getting people to visit
Our primary brief was to get families to visit Lower Mill Estate. We did this by contributing to the marketing plan, the media plan, commissioning brand imagery (illustration and photography), designing communication pieces including advertising campaigns, sales brochures and website.