A world of modern ease meets a beloved historic setting on Lake Tahoe.
The highly desirable, environmentally-sensitive western shore of Lake Tahoe has always been a haven. Homewood, a longstanding west shore community where the mountain meets the lake, had been purchased 15 years previously and at last had the entitlements and go-ahead to be rejuvenated. Discovery Land, a developer of amenity-rich communities worldwide, engaged Resonance to tell the story of the Homewood that was, the community to come, and to develop an identity that aligned with the Discovery family of brands.
Our team engaged with stakeholders to understand the rich history of the area, its importance to Bay Area families and the unique gifts of its geography. The brand platform that resulted positioned the opportunity as A New Peak. A New Depth, which emphasized the connection between lake and mountain, and facilitated storytelling about a wealth of new amenities while honoring Homewood’s history.
The identity that emerged from the brand platform—a mother bear and cub—referenced the abundant nature of Tahoe and emphasized the bond between parent and child, critical to our oversubscribed Bay Area target audience.