Back to Case Studies

Avalon

Elevating a Brand

Avalon Mountain View Photography

Overview

A Blank Slate

Avalon Logo Annotation

The Challenge

Putting Avalon on the Map

Avalon Logo Before
Logo Before
Avalon Logo After

Logo After

The Strategy

Finding the Right Angle

To extract Avalon’s true brand essence and craft clear differentiators, while on a property tour, we interviewed the homeowners themselves as well as potential prospects. We exposed them to the key attributes of the community and two key points of differentiation quickly rose to the top:
  • The elevation advantage over the competition, providing optimal views in all directions
  • The possibility of creating their dream home
We created ideal personas for the type of real estate clients we were looking for – affluent, laid-back homeowners who wanted to commune with nature as opposed to playing golf. Avalon’s ideal buyer was not the country club-type so we wanted to create a brand that evoked nature and appealed to that sensibility.
The Onliness Test
As part of our strategy exercise, we completed an ‘onliness’ test that fills in the blanks : Our __________ (offering) is the only _________ (category) that _________ (benefit). This test helped us determine that Avalon is the only Western North Carolina mountain community where the homesites offer premium mountain views in every direction. This became the basis for our positioning and ultimately, tagline: Possibilities in every direction.
Activating Our New Brand
Avalon Logo Symbol
Avalon During Fall — People on Porch

The Results

Moving Dirt

I really appreciate your professionalism. The work that you present for our review and consideration is all so well done. There are no extremes presented, just good work… ”

— Lee Farnsworth, CPA | Avalon

Awards

AAF 2020 Silver Award – Logo Design

Work

See our Capabilites in Action

See our work at work in the world, and learn about the results we’ve achieved working with brand and marketing leaders like you.

Eye our Portfolio

The Warehouse Theatre 50th Season Campaign Design

Warehouse Theatre 50th Season Campaign Design

Warehouse Theatre 50th Season Campaign Design

The Warehouse Theatre 51st Season Campaign

The Warehouse Theatre 51st Season Campaign

The Warehouse Theatre 51st Season Campaign

South-Carolina-Children's-Theatre-Logo

South Carolina Children’s Theatre

South Carolina Children's Theatre Brand Design

© 2024 FUEL Privacy Policy

Stand out in the most crowded of markets

Download our whitepaper to learn more.
Contact / Work With FUEL
Let’s ignite your brand’s full potential. Reach out to learn more using the form below.
All fields are required

Can’t wait to chat!

Courtney Beasley, Executive Director, Marketing and Growth Strategy
Contact / Press Inquiries
Our experts are on tap to talk all things marketing strategy and building a brand that ignites demand. Reach out using this form to contact our team for press inquiries.
All fields are required

Can’t wait to chat!

Meredith Kinsey, President and COO
Contact / General Inquiries
Can’t find what you’re looking for? Use this form to reach out to our team for help.
All fields are required

Can’t wait to chat!

Meredith Kinsey, President and COO