Rebranding and Launch Campaign
Santeetlah Lakeside is a breathtaking waterfront community that sits on one of the last pristine mountain lakes in Western North Carolina. Nestled amongst old-growth forests and national parks, it’s a haven for nature lovers and enthusiasts of the great outdoors. It’s like a personal retreat, tucked away as the best kept secret of the region — which also meant that for the longest time, not many people knew the lake, much less the community, existed. The Santeetlah Lakeside team reached out to FUEL to help get the word out about the intimate mountain community, its available lakefront and lakeview lots, and an exclusive condominium project offering the only condo units available on Lake Santeetlah.
Our first step was to create a modern, strong, and memorable brand identity that would be cohesive across all marketing materials. We focused on capturing all the elements that made Santeetlah Lakeside special: its serene environment, desirable location, and natural surroundings.
This strategy led us to a dragonfly mark — an aquatic insect — that was created to symbolize the new lakeside property and evoke tranquility. The wordmark used a condensed sans-serif font in all caps to shorten and simplify the spelling of the unique name. Then, inspired by the community’s own lake, we created a color combination of a rich blue, fresh aqua, and silver foil.
Our team also organized and art directed still photography and videography to capture the serene lake atmosphere and active lake lifestyle of boating, fishing, and kayaking. While a picture is worth a thousand words, we wanted Santeetlah Lakeside to say, “This is where lake life meets mountain living.”
Next, we developed a new marketing website to further elaborate Santeetlah Lakeside’s story and provide relevant information to interested prospects. The website incorporated the fresh branding, stunning videography and photography, and a Community Lookbook while also highlighting the area, amenities, and available properties.
The FUEL team also created an impactful digital video ad campaign to market the available Santeetlah Lakeside properties. We also provided ongoing SEM management, SEO optimization, content that included blog articles and monthly eBlasts, and sales support through an automated lead nurture email campaign.
Almost immediately after the launch of our campaign, Santeetlah Lakeside saw results. FUEL delivered 71 qualified leads in the first month of the campaign launch.