ALDA STRATEGIC
The brand did not describe the community. It created the feeling of the community before the community existed. Every ad, every email, every sign, and every rendering carried the same story because they were all built from the same foundation.
That foundation is what Alda Strategic builds.
What This Project Demonstrates
Email Marketing
Three months after launch, the results spoke clearly:
• 1.2 million+ total campaign impressions
• 80,000+ prospective buyers reached
• 542 households on the interest list
• 307 paid social leads
• 5% social click-through rate
• Google Search click-through rate above 8%
• All lots sold for neighborhood one
Paid social on Facebook and Instagram served as the primary lead engine. Google Search, launched mid-campaign, added high-intent demand at a cost per lead that stayed below the benchmark for new home communities. Creative was refreshed ahead of fatigue, with new community perspective visuals concentrated on the Feed, where the most efficient leads were generated.
Digital Advertising and Campaign Marketing
The imagery was designed to make buyers feel the life Laurelton promised. Families on trails shaded by Spanish moss. Kids climbing trees at golden hour. Neighbors gathering around a fire. The life, not just the land.
Custom Imagery and Visual Content
The aesthetic anchor: Barn Chic, Elevated, Refined, Southern. Guided by design keywords including Refined Rustic, Warm Minimalism, and Structured Heritage, every physical element of the community was designed to feel intentional and of a piece.
From there, Alda began leading the experiential design of the built environment, covering:
- Amenity concept sketching and renderings
- Public art integration strategy
- Welcome Center design and experience planning
The Laurelton Welcome Center was designed around the aesthetic anchor of the broader community brand. Barn Chic, elevated and refined. A physical first impression that carries the story of the community from the moment a prospective buyer walks through the door.
Place Vision and Experience Design
The result was a brand with a clear personality: charmed, gracious, connected, and quietly aspirational. Not a resort. Not a suburb. Something rarer: a place that feels like it was always there.
We developed the complete brand identity package including:
- Community name and tagline: Laurelton, "a charmed way to live"
- Visual identity system including logo, color palette, typography, and brand mark
- Brand voice and tone guidelines
- Messaging platform and core narrative
- Copywriting across all consumer-facing touchpoints
Brand Strategy and Identity
Alda Strategic served as the end-to-end creative and strategic partner for Laurelton, orchestrating the complete transformation of a master plan from early discovery and brand positioning through multi-touchpoint physical and digital execution.
This was not a logo project. It was a full brand ecosystem built from the ground up, where every touchpoint, from the name on the sign to the ad on your phone, carried one cohesive vision of place.
The Role
Client: BTI Partners
Location: Clay County, Florida
Scale: 3,300 acres, 4,000+ homes, 100+ acres of amenities
Services: Brand Strategy, Place Vision, Visual Identity, Copywriting, Digital Advertising, Social Media, Email Marketing, Place and Experience Design, Welcome Center Design, Custom Imagery
PRoject scope:
BTI Partners came to Alda Strategic with 3,300 acres of unbuilt land in Clay County, Florida and a clear goal: translate it into a compelling lifestyle vision that would actively accelerate builder engagement and consumer demand before a single shovel hit the ground.
The land had everything. Spanish moss draped over ancient oaks. Room to breathe. A pace of life that felt like it belonged to a different era. What it did not have yet was a name, a story, or a brand that could make a buyer feel something before any homes were built.
That was the work.
The Challenge
LAURELTON
OUR WORK >
