Branding a Not So New Lifestyle

08.08.09  |   by Mark Gerardot

residential development branding and design

Land Development & Building of Indianapolis hires Gerardot & Co., an Indianapolis Design firm and creative agency, to brand the newest and most innovative residential development in Carmel.

brand design for indianapolis developmentwebsite design for Indianapolis residential development

Click the images above for more about the Inglenook Brand Identity Design and Website Design.

Inglenook is a “pocket neighborhood” that will contain just 26 modestly sized bungalows when completed. The homes are nestled together, facing common, beautifully landscaped courtyards and gardens. Look a little closer and you’ll notice that there are no retention ponds— no storm sewers. Nope. This is a sustainable development. Rain water that would normally dump into the municipal sewer system is repurposed for watering natural landscaping.
This branding project includes naming and theming the new neighborhood as well as developing a brand identity design to capture its unique, charming characteristics. Gerardot will also design and develop a website for the Carmel residential development.

One of the most important things you need when developing a brand for any new product is differentiation. We work very hard to discover even slight nuances that make a product better or different than its competitors. In this case, there is nothing else like this neighborhood in this market. When residents of Central Indiana think of Carmel neighborhoods, they probably envision sprawling estate homes with little concern for the environment. But designing and building a quality home doesn’t have to mean a colossal fortress with an equally large ecological footprint.

Developer and builder Casey Land is hoping to tap into a growing trend of families, single professionals,  and empty nesters that are moving away from large “McMansion” homes and moving into smaller, more efficiently designed homes and tighter-knit “pocket neighborhoods” that have an emphasis on smart living and community.

Pocket Neighborhoods are similar to the bungalow courts of the 1920’s and feature groupings of 6-8 cottages that face and relate to one another around a common, beautifully landscaped courtyard. The cottages are thoughtfully designed and well-crafted, maximizing their small stature while boasting all the luxurious upgrades you would expect to find in a home 5-times the size. A deeper sense of community is fostered through this intimate neighborhood concept proving that bigger is not always better. The defining quality that makes this type of community so successful is the way the layout of the homes encourages social interaction while protecting personal boundaries and space using several open, but layered entryways, porches, and landscaping designs.

In an interview with the Wall Street Journal, developer Casey Land said,

“We’re all downsizing. It’s tough to do, but we’re all getting there. 
These days, we drive to the house, open the garage door, go in. But it’s important to get to know your neighbors. I think people miss that.”

Sustainability will also play a part in the development of the new Carmel neighborhood. The green economy is real and growing quickly, especially right here in Central Indiana. This movement isn’t about using “green” as another marketing tactic (although it is to some). We’re living through a time of tremendous change and people are hungry for something different. We’ve noticed a shift among our clients toward more sustainable industries, energy use and living. In the case of Land Development, they’re developing and building green because it’s the right thing to do for this project, both ecologically and financially.

Gerardot & Co. employs sustainable design practices every day for clients and in our own business, without giving it a second thought. It’s the new economy. It’s the new reality.

The first phase of the new neighborhood is just five acres, located at Westfield Blvd. and 99th St., just west of Keystone Ave. in Carmel, Indiana.

More about pocket neighborhoods:

The Newest Cottage Industry

Ross Chapin Architects

The Not So Big House

Your Thoughts?


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