47 North
Sun Communities
Location
Cle Elum, Washington
Project type
Real Estate
Hospitality ⬝ Resort
Services
Strategic Renderings
Storytelling Development
Media Strategy
Sketch Illustrations
47 North is a visionary development nestled in the Washington mountains, that blends the best of nature with modern amenities. However, early project design faced opposition from the local community who felt the plans were unrealistic and at odds with the area's heritage.
Project
Goals
Decrease litigations
Help mitigate strong community backlash.
Influence perception
Revise previous unwelcomed architect renderings.
Prioritize nature
Show nature at the forefront of any visuals.
Promote positivity
Introduce positive narratives with strategic visuals as support.
Connect with audience
Ensure the content resonates with the target audience.
Solution
Our
Our team proposed introducing a “human touch” and evoke emotions by showcasing lifestyle scenes and, in some options, using concept illustrative artwork. This worked in 47 North’s benefit by associating it with the experience and memories of America’s National Parks.
Watercolor paintings create visuals reminiscent of a place that families can call home. Illustrations may be soothing to some audiences and in this case, it was clear that this more human touch was needed to better connect with the community.
This helped humanize the project by decreasing the “manufactured” feeling renderings may have, and softening the overall images, making each scene feel more natural.
Eventually, Cle Elum's local community became familiar with the developer’s vision and embraced the project as it should be : a great opportunity to support all family lives now and for generations to come.
Only after establishing this relationship with the audience were we able to proceed with strategic renderings, and a focus on everyday life scenes.
By showcasing vivid, relatable sketch illustrations & branded renderings that accurately reflected life on the property, Cle Elum’s community was given a glimpse into the true essence of the 47 North development.
Ten Over Media’s involvement allowed them to form a deeper connection and truly envision the conservation and preservation of nature that this development holds dear.
“
Ten Over Media’s videos were integral to driving bookings, and the primary marketing driver for reservations. They are very brand consistent and match the brand strategy we’ve defined for the resort.
”
Maher Sarafa - Director of Marketing
Sun Outdoors & Sun Communities
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SOCIAL MEDIA ASSETS
ARTIST ILLUSTRATIONS
MARKETING, SALES & POSITIONING FILMS
STRATEGIC RENDERS
SOCIAL MEDIA ASSETS ARTIST ILLUSTRATIONS MARKETING, SALES & POSITIONING FILMS STRATEGIC RENDERS
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