New Home Star’s P100 CLUB is a unique social space for the CEOs of the top 100 private homebuilding companies in America. As such, it is an especially exclusive group meant for a small and elite niche—literally a crowd of 100 extremely successful people. While the target audience was clearly defined, the ways to appeal to them and the channels to reach them were not.
In addition, the vision and benefits of the P100 CLUB were still somewhat nebulous. While New Home Star had given considerable thought to the club’s offerings and the kind of events and thought leaders they would include, the wider vision of the club had not been defined. The visionaries behind the group knew they needed a strong brand to tie everything together. A powerful brand would also help solve a pressing issue: How would New Home Star contact and invite potential members to join and what would these invitations look like?
Common Giant conducted a Brand Matrix Workshop with the visionaries behind the P100 CLUB to define the brand vision, mission, and position. Once we had these defined, we moved into aesthetics to develop a brand that expressed the exclusive and adventurous offering the club provided. Since the target audience was so niche, this process was highly collaborative. Using New Home Star’s knowledge of the target audience, we helped create a set of highly specific personas and used these to lay the foundation of the brand aesthetic.
Once the vision, aesthetic, and personas were all determined, we brain-stormed the best way to invite potential members. We needed a way to appeal to highly successful individuals whose time is in short supply. After researching and collaborating with the client, Common Giant designed a gift box that appealed to specific pain points potential members felt. Specifically, that pain point was the need to forge your own path in a changing landscape. To this end, Common Giant sourced a luxury, custom engraved compass to accompany the video brochure and box, symbolizing the means to map your own path on a shifting terrain.
The Brand Matrix Workshop was incredibly fruitful and resulted in a clearly defined brand unlike any Common Giant had created before. New Home Star received a robust brand guide including a mission, vision, and position statement as well as a beautifully designed website.
In addition, the invitation gift box was carefully crafted into a story-telling experience that articulated P100 CLUB’s exclusive offering: to bring the best minds in private home building together so they can build a community of trust and idea sharing, bringing the best out of one another.