Branding for Life
Client | Windsong, Woodstock, GA
By Clementine | Market Research, Logo & Brand Identity Design
The Story
Since 2003, Windsong has been an iconic name in the Atlanta homebuilding market as a specialist in sought-after homes and communities for active adults ages 55 and over. After 20 years of success, the company was poised to leverage its considerably expertise and experience into a new chapter – introducing a new series of multi-generational homes and communities for all ages.
The Work
As an established brand for decades, Windsong had already built a considerable amount of brand equity specifically in the active adult market segment. In order to best position the brand for expansion into additional target markets, Clementine first embarked on a detailed brand research initiative including surveys, focus groups with area real estate agents, and personal interviews with existing Windsong homeowners. This detailed endeavor allowed the team to clearly identify those core tenets of the Windsong brand experience which transcend the specific active adult market segment and then leverage those strengths into the foundation of a new, expanded brand identity.
The striking new logo design for Windsong is anchored by traditionally inspired yet modern and friendly typography for the central mark. A distinctive graphic element above the “I” adds a soft, botanical element to the presentation – something that was a commonality among designs ranked as most appealing by research respondents – while also bringing movement and color to the design, subtly evoking a soft breeze and the changing of the seasons. This tie to the cycles and seasons of life creates a direct connection point for homebuyers of all ages as they seek a new home that will be the setting for their own story and memories for years to come. A fresh yet natural, earthy color palette further grounds this design in an easy, approachable appeal. The brand’s new tagline, “Homes for Life”, underscores its unwavering commitment to lasting quality in homes and communities that live well for any season of life.
