A Brand Built Before Breaking Ground
How JamboJon Helped dbURBAN Shape the Identity of aQui2194
dbURBAN isn’t your average developer. Known for building intentional, personality-packed communities, they know how to fit into a neighborhood. Their projects each have a distinct vibe, designed for specific groups of people they want to serve. Their newest venture, aQui2194, a soon-to-be South Salt Lake property, appeals to young professionals fresh out of college, climbing their careers, and looking for something smart, stylish, and within their budget. This kind of crowd shuns cookie-cutter. They want curated quality. They need belonging.
Before they broke ground, dbURBAN needed a brand book that could bring aQui2194 to life on paper. One that could guide everything from marketing campaigns to conversations with investors, interior designers, architects, and city planning teams. They didn’t just want a bulleted list of logos and hex codes, they wanted a map and a clearly articulated mission. Best case scenario: they wanted to understand their target audience more effectively and reach them using the tone and personality of aQui2194’s unique identity. This book served as a toolkit for messaging, visual guidelines, and style choices to get everyone on the same page. Internal and external teams could access its contents, from creative phases to construction. In short, dbURBAN needed us to create a blueprint for their blueprints. That was a tall order.
Capturing the Essence of a Community That Doesn’t Exist Yet
When we helped dbURBAN build out the aQui2194 brand, it was an invitation to shape something that matters to a whole generation of young professionals. To do so, we dove into a day in the life of their target audience. The resulting audience profiles detailed brand positioning statements, taglines, tone of voice rules, verbiage, and messaging templates tailored for use in marketing, signage, and investor meetings. We met regularly with the dbURBAN team and fine-tuned our content based on their feedback. Our designer fashioned a fully-branded, easy-to-use guide packed with the logistics of hex colors, fonts, image treatments, and layout samples in a stunning format. With this brand book in hand, the dbURBAN teams can move forward, united in the vision for this new community.
- Detailed brand position statements, taglines, voice, verbiage, and messaging.
- Met regularly with the client to fine tune the content and design
- Fashioned a beautiful guide to keep all the logistics of color, font, images, and layouts in a central location.
Download the aQui 2194 Brand Book
Key Features of Resilient Child's 5 Contact Strategy
Demographic and Psychographic Profiles
Each dbURBAN property doesn’t simply hope to reach its target audience; it researches them to understand them better. This brand book takes a deep dive into who they are, what they want, and how to reach them.
Design Touchpoints
From the color palette and typography to ideas for signage and interior design, these visual cues provide a guide for architects, designers, marketers, and developers to stay on the same page.
Messaging Frameworks
Using the distinct personality and voice of the aQui2194 property, this relatable community uses taglines, headlines, and long-form copy for marketing campaigns that appeal to its target audience.