Build Your Paradise

Background.

A private slice of vacation, a sun-drenched backyard paradise. Creekstone Outdoor Living thrives on its desire to give every homeowner the backyard of their dreams, surrounded by excellent food, cold drinks, and loved ones.

When Creekstone asked us to help them become the go-to name in Houston for the detail-obsessed homeowner seeking the comfort and care of a backyard paradise, we knew exactly where to start. In an industry filled to the brim with contractors and outdoor specialists, we started with the brand itself, using the 5-1-2 framework to humanize the design-build process and connect ideas of workmanship and craftsmanship to real people and experiences. We would make the quality of Creekstone’s design-build message a local culture maker, and the Creekstone backyard paradise a fashionable home addition celebrated by celebrities, influencers, governments, and so on.

Challenge.

Houston was growing wildly fast; the populations in Spring and The Woodlands were expanding at an exponential rate with new developments and a multitude of backyard concepts for the entire design-build market to latch on.

A Gaucho grill here, a sea-blue swimming pool there. Patios. Pergolas. And pool houses. The real challenge seemed clear enough — we needed to grow this must-have backyard experience and scale it into new, rapidly growing areas. We had to scale awareness through inspiration, bringing new and relevant ideas to a population that was already on the learning curve.
We asked, “What is your backyard paradise?”

Campaign.

The campaign began with a complete overhaul of the brand from the ground up, designing every element of the Creekstone brand image to get the results they deserved. The 5-1-2 framework was our guiding north star as we developed the brand’s architecture, redesigned their identity, produced new sales materials, and revitalized their website, all using new media to strengthen the brand’s relationship with the backyard enthusiasts.

Then, we reached online audiences where they were looking for inspiration. We established the social presence of the brand and its subsidiaries by executing multi-funnel social campaigns across all of its channels, we generated brand engagement across search, and we utilized the website as a digital inspiration gallery with a real-time social media feed and interactive backyard experiences.

We also created a compelling new touchpoint so that customers could experience their backyard dreams: VR flythroughs of their architectural drawings, rendered in the Oculus Rift.

Results.

The combination of space-inspiring creative and on-the-ground impact also earned the brand local and national levels of attention. Over the course of the campaign, Creekstone saw a 223% increase in the number of construction contracts compared to the previous year, giving us more opportunities to build relationships with consumers in the area, create brand loyalty, and prompt referred demand.

The new brand image was also turned up and turned on, and Creekstone won awards for its design, business development, and reputation, including the GHBA Prism Award for Best Website. When speaking with new customers, we found 22.5% had mentioned the revitalized website as a key decision factor, while an additional 7.5% stated that the custom book compelled them to choose Creekstone over others.

We inundated the Creekstone brand with new business and twice the revenue it originally planned, and it all concluded with Creekstone’s hesitant but enthusiastic request for a new project: “We need to launch our flagship store.”

FIVE

To bring the ‘Build Your Paradise’ campaign to life, we captured the essence of Creekstone’s sun-drenched vacation and applied it to the updated brand identity and creative collateral.

We developed a custom book showcasing Creekstone’s signature design-build projects, an insightful and comprehensive magazine featuring the entirety of the product line, and an SEO-optimized eCommerce platform to drive online sales and reach new consumers. The updated brand identity also came with branded apparel for employees, improved sales enablement collateral (flyers, door hangers, brochures), and a beautiful, elegant storefront design.

ONE

The greater Houston area is witnessing an ever-growing population boom with affluent suburbs stretching from Spring to The Woodlands. The unifying strategy behind the campaign was to identify every touchpoint where the brand would most resonate with these newcomers to the area, setting itself up as the premier builder of the customer outdoor paradise.

TWO

Elevating the updated brand identity with a strong digital presence and a fluid eCommerce platform, we helped Creekstone achieve a 223% increase in the number of construction jobs from the previous year, along with a 17.5% higher price point on individual projects.

Furthermore, among these new consumers, 22.5% stated that the revamped website was a key decision factor, while 7.5% stated that the custom book enticed them to choose Creekstone over others.

We developed a custom book showcasing Creekstone’s signature design-build projects, an insightful and comprehensive magazine featuring the entirety of the product line, and an SEO-optimized eCommerce platform to drive online sales and reach new consumers. The updated brand identity also came with branded apparel for employees, improved sales enablement collateral (flyers, door hangers, brochures), and a beautiful, elegant storefront design.