Arcadian
On Beaver Creek
Nestled within the prestigious gates of Beaver Creek, an enchanting mountain haven awaits. An idyllic alpine community, Arcadian on Beaver Creek will bring a captivating blend of nature and elegance to the last available new development site behind the gates of Beaver Creek.
This unique collection of twelve spectacular residences consists of townhome and single-family homes, all sitting right beside the rushing Beaver Creek. Owner’s enjoy the amenities of being within the resort boundaries like on demand shuttle service, while also being ideally positioned just steps away from Avon and the rest of the Vail Valley.
Creative Services
Arcadian utilized full in-house design support from our creative team, here’s how the project and brand came together.
Brand System
The first need for Arcadian was, in fact, the name. The Aidan Group had run a series of projects across Colorado all bearing the “Aidan” name, however, they’d previously developed an in-market project called Aidan Meadows, so our team was of the belief that Aidan Beaver Creek would be likely to cause confusion. So step one was to run through an intensive naming exercise with the Aidan team; on our team the name Arcadian stuck out as a clear winner. Both evocative of the idyllic wilds of the site, and proud and modern to convey the market-leading nature of the project, the name also slyly used all the characters from “Aidan” a nod to previous successful projects.
With the name in place, we then turned to developing the brand identity and system that would bring the project to life. Overall the identity needed to balance two competing forces, luxury quality and modern design. For the icon, we took a look at the site itself and distilled down its most essential elements, the creek running outside, the chalk cliffs above, and Beaver Creek mountain rising in the distance. These elements were circumscribed into a “rising sun” icon to give the brand the feeling of a dawning new day.
Website
Next step, the primary point of public contact with the brand, a website with a suite of integrated programs that kept the project fully synced with company systems including integrations from our design program, and CRM system. With these self-updating integrations the site was able to seamlessly keep itself up to date as we navigated several flurries of public interest in the project. One interesting feature of note for the site was the application of an interactive sitemap that showed available residence and their location on the site, generating sales-driving interest in the properties that remained available.
Sales Materials
As we approached our public launch of the project my next tasks was the creation of a suite of sales materials and promotional items. For a project of this dollar volume the full set was naturally pretty intensive. Display boards, floorplans, swag, price sheets and much much more were all brought to brand standard and set up for fast-paced use. The crowning piece though was our brochure/folder, lovingly dubbed the “brolder”. We worked with a trusted local print vendor to first create a suite of elevated sales folders on striking high-end materials. The folders were then stitched with brochure pages so that the sales team could easily grab a high-quality brochure off the shelf with all the standard project info already included, and then fill the pockets with all the particulars of a given sales meeting.
Advertising
Advertising for Arcadian took place in several phases but always incorporated digital, print, and environmental tactics. We developed elevated ways to play on Arcadian’s double-meaning as a type of paradise, as well as incorporate imagery of the vibrantly-running creek on the property.
Sales Offices & Events
This is where it all came together. For a project of this scale Slifer Smith & Frampton dedicated our sales location within the lobby The Westin Riverfront in Avon, just steps away from the site, as the official showroom for Arcadian. This meant working with our office installations team to create displays of the brand both interactive and static that showcase this incredible project. When the project was finally ready to go in front of the public we brought it all out, sales materials, swag, displays, advertising and more to create one of the most memorable project launches in company history.
