JD Property Group, builder and manager of sustainably focused niche residential properties, engaged Moongate to create a communications platform to serve the company’s short- and long-term needs. Moongate articulated and promoted the regional commitment to the area and differentiated the unique value proposition of JD Developments as a builder, outside of the tower projects, in a market where a developer’s brand doesn’t factor much into a buyer (or in this case, renter) decision.
After extensive research and community and client workshops, Moongate surfaced a common message and core brand tenets and implemented the strategy with creative services and content creation across marketing channels for distinct audience segments.
THE SITUATION
JD Property Group builds and manages sustainably focused niche residential properties in Canadian communities with the goal of value creation via under-serviced amenities in overlooked marketplaces.
Currently active in the Waterloo region, the developer has launched a series of student residence towers to serve the needs of the University of Waterloo, Sir Wilfred Laurier University and Conestoga College.
Moongate was brought in to create a communications platform to serve JD’s short- and long-term needs to articulate and promote the regional commitment to the area. This was a fundamental need for future projects, given JD’s short track record in Canada for student housing development.
The other challenge was to differentiate the unique value proposition of JD Developments as a builder, outside of the tower projects, in a market where a developer’s brand doesn’t factor much into a buyer (or in this case, renter) decision.
THE SOLUTION
Moongate’s strategy focused on creating a clear distinction between JD Developments’ corporate brand (in order to engage the interest and approval of future investors, civic leaders, development partners and suppliers), and the marketing/communications needs of the completed buildings and the need to maximize occupancy.
After extensive research and community and client workshops, Moongate surfaced a common message and core brand tenet that applied to both of the developer’s channels: consideration. Consideration of the end user in anticipating client needs. Consideration of community in investment in the future. Consideration of partners in a spirit of mutual benefit.
THE RESULT
After establishing the client’s market positioning, Moongate implemented the strategy with creative services and content creation across marketing channels for each of the two audience groups. A revised brand identity resulted in a new logo and brand guidelines.
Moongate concepted, designed and created a corporate website that served as the information hub for investors and prospective occupants. The new brand was also reflected in print collateral by way of a printed brochure and kit folder.
Creative services for the residences – named RezOne – went further still. A sub-brand was developed along with its own website that showcased a day in the life of a resident, with ease of navigation and an editorial approach to content experience. A web-optimized downloadable brochure also highlighted the benefits of living in RezOne in a tone evocative of a sophisticated student seeking freedom and security and community.
All creative assets – from photo shoots to brand editorial – were sourced, directed and produced by Moongate to ensure a consistent authenticity that was true to the developer’s promise of sustainability and holistic living.