Santa Lucia Preserve

Santa Lucia Preserve

Conservation as Strategic Positioning

Situation

When a 20,000 acre parcel of land on the Monterey Peninsula known as Rancho San Carlos was zoned for the creation of 10,000 homes, the development project faced numerous challenges from the community. Critics argued that development of the parcel would harm the environment and ruin the character of the land.

Positioning and Naming

We convinced the developer to position the project as the world’s first “community preserve,” limiting development to 300 high-value homes, and establishing a trust for preserving and managing 95% of the open space. This was more than a brand, it was a philosophy. This new sense of community was reflected in the name, Santa Lucia Preserve, and in all messaging, identity design, and all land planning decisions.

Results

County commissioners voted their unanimous approval of the plan, and all available sites quickly sold at premium prices. Homeowners formed a new community with an identity of shared values and an interest in nature and the environment.

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Date

April 7, 2016

Category

All Case Studies, Brand Architecture, Identity and Brand Strategy, Messaging Strategy, Names and Naming Systems, Positioning Strategy

Tags
Brand Architecture, Identity, Messaging, Naming, Positioning, Santa Lucia Preserve