Atlanta Real Estate Forum congratulates Ashton Woods Homes for winning a Gold OBIE in the Best Brochure – Community category for Aria. Presented by the Atlanta Sales and Marketing Council, the OBIE Awards are the premier awards given in the Atlanta new home construction industry.
Aria, a vibrant and electric place within a peaceful landscape that beckons you to discover and experience its sense of wonder that lies around every corner. This statement was at the forefront of Ashton Wood Homes’ mind when coming up with the Aria Community Brochure. When planning the Aria brochure, the team’s task was to make a neighborhood with six different series, consisting of 52 total home plans all with different included features and price sheets, not overwhelming to the customer. Ashton Woods wanted to ensure when they brought their Aria Community Brochure home, everything had a place and it would be easy for a customer to navigate through and understand. The biggest fear would be for them to arrive home to review everything they had just learned with the on-site agent and get overwhelmed and discouraged.
The first thing was to stay true to the tagline for Aria – Discover life in harmony. The team at Ashton Woods had to simplify the six series and 52 home plans and make each easily recognizable. Six series names were created that advanced the positioning of a “living symphony.” Then, a color was determined that was complementary to the Ashton Woods colors to associate each series with. The series were as follows: Symphony (18’ Townhomes), Opera (24′ Townhomes), Tenor (36′ Townhomes), Composer (Loft homes), Maestro (Iconic Building), and finally the Orchestra Series (Single Family Homes).
Next, the team determined home plan names, and each is directly connected to the series name. For example, the Tenor series plan names are the Pavarotti, Domingo and Carreras, all accomplished Tenor singers.
Step three was to color code the site plan with the Series colors for each home site that applied to them.
After determining how many plans were in each series, Ashton Woods then determined if the brochure for each series would be a folded finished size of 8.5″ x 11″ unfolding to a 17″ x 11″ or unfolding to a 17″ x 22″ with the included features on the back side of the brochure for that series. In total, there are six series brochures, one site plan brochure, six price sheets (one for each series), one HOA sheet, and business card that needed to be secured in the full brochure. The thickness of each component was measured, and then the Aria pocket folder was developed to house these items.
Each pocket flap is the approximate width it needs to be to house a complete set of brochures. The series brochures and site plan brochure are to be placed on the left with the price sheets, HOA sheet and business card on the right. The interior pockets showcase the duality of Aria with one pocket representing city and urbanity and the other representing country and serenity. The interior liner is a dynamic repetitive Aria logo that allows each crisp white collateral piece to stand out against it. The business card slat is perfect to hold in place the card. On the exterior spine of the brochure is our website, discoverAria.com. The front cover showcases the Aria icon and logo with the tagline ‘Discover life in harmony’ while illustrating the natural environment of Aria. The back of the brochure features the Aria icon and Ashton Woods’ logo, discoverAria.com, the Equal Housing logo, as well as the manifesto for Aria.
The Ashton Woods team couldn’t be more pleased with the end product, and it accomplished exactly what the team wanted it to – a brochure that allows customers to discover life in harmony!
For more information, visit www.discoverAria.com or call 678-781-3170.
The Greater Atlanta Home Builders Association’s OBIE Awards celebrates its 37th anniversary in 2017. The awards began in 1980 and have grown throughout the years to include more than 100 building, remodeling, marketing and personal achievement categories. The OBIE Awards are named after the obelisk shape of the actual award given. To see all of this year’s OBIE award winners, visit www.AtlantaRealEstateForum.com/OBIEs. Make sure to like, share and comment on this story.