hudson woods: how to inspire a relationship between people and a place

STUDIO SANDERSON | HUDSON WOODS 1

Hudson Woods

Inspiring a relationship between people and a place

STUDIO SANDERSON


Lang Architecture had a bold ambition to create a new type of housing development at the foot of the Catskills named Hudson Woods.

Intended as vacation properties, the homes at their most modest would have three bedrooms, two bathrooms and a garage; each would be built to order.

With ambitious growth plans Lang asked Studio Sanderson to advise the team on how they should create and build a brand to capitalise upon the perceived strengths of the property and market it to the growing number of urban expats coming into the area from New York city.

Ambition A New Kind Of Housing Development

3

Challenges Convert a remote woodland into a modelfor 21st Century, sustainable living.

1 Identify the unique Story NYC buyers are inundated with new real estate. What is the true, authentic and appealing narrative?

2 Design the Experience Beyond renders, floorplans and site specifics what is the emotionally engaging and memorable experience?

3 Create Attention What are the critical applications, people and places to get the story out there and attract attention?

THE HUDSON WOODS SITE IN 2013. A VIEW OF THE CATSKILLS AFTER INITIAL WOODLAND CLEARING.

4

Getting the Story rightWhat do New yorkers Really want?

New places to discover new things.

Authentic, meaningful experiences to create lasting memories

Places to relax, unwind and reconnect.

Smart design with practical living.

Solutions where design & nature meet.

A lifestyle to be inspired by not sold to.

A place that stands for something.

A relevant, clearly articulated and authentic Hudson Woods narrative would unify, strengthen and guide the development of all stakeholder touchpoints.

A brand execution in sync with 21st century business, culture and lifestyle of Hudson Woods target customers.

PRODUCT EXPERIENCEIDENTITY

SPONSORS & PARTNERS

BUYING EXPERIENCE

BRAND STORY

THOUGHTLEADERSHIP

MARKETING,EVENTS & PR

STUDIO SANDERSON

Our Approach A unifying story that drives all initiatives

5

6

The eco-friendly homes feature materials and craftsmanship from the area. Residents and visitors can connect directly with their passions, like local sport, craft or just relaxing on the deck.

No matter where you are in the area, you’re surrounded by 360 degrees of nature, including sprawling meadows and towering trees. As a place, as a service, as a community, as a home, Hudson Woods delivers a vibrant, authentic experience that really is from the source.

The Story From the Source

A way of…designing, promising, acting, involving people keeping fresh, communicating

7

Bringing the Story to life through a distinct and coherent visual expression

Taking a systematic approach to branding —the logo, colors and typography came together to give a distinctive and coherent look whilst also ensuring clarity and purposeful sales tools.

A SERIES OF WORKSHOPS WERE LED TO DISCOVER THE RIGHT TONE AND LOOK AND FEEL FOR EVERYTHING FROM SALES MATERIALS TO THE PROPERTY SIGNAGE AND WAYFINDING.

THE 'h' EMBLEM WAS A SUBTLE NOD TO THE LOCAL ARTISANS CRAFT OF OBJECTS FROM NATURAL MATERIALS.

10

More than just a development. The Hudson Woods brand delivered authentic and memorable people, products and experiences.

A series of events was key to building energy and momentum around the brand. The model home became a showcase for local craftsman as well as promoting the lifestyle for buyers. All became shareable moments via the website blog and social media.

For People, to connect with and Share.

THE LAUNCH OF THE MODEL HOME AUGUST 2014. POTENTIAL BUYERS, ARTISANS AND LOCAL FOOD PURVEYORS.

Makers

26Number of curated local artisans, and manufacturing collaborators.

Upgrades/Lot

5-7Average number of upgrades per lot– Pool House, Furniture, Third bedroom

Tesla, West Elm, BMW, Audi, Local Boutiques.

Sponsorships

6Events

12

Blog updates aboutthe property and local area.

Instagram followers

Social Media

72

7K

Homes

Press

50+

60

NY Times, WSJ, Ny Observer, Ny Post, Archiectural Digest, Monocle Magazine, Uncrate, Curbed, Inhabit.....

Percentage of properties sold within the rst year of launch

For Commercial Success and real impact


“ HUDSON WOODS CREATED A SCENARIO THAT APPEALS TO BUSY NEW YORKERS WHILST ALSO GIVING GREAT OPTIONS THAT ENCOURAGED DREAMING. ” – Hudson Woods Buyer


“ Stunningly designed and competitively priced, by new york standards ”

“New Yorkers looking for fresh air and ahome beyond the city limits will be intrigued

by this housing development”

“ Sanderson has helped Mr. Lang translatethe development’s amenities intoa compelling saleable narrative.”

“West of the Hudson River, Ulster Countyis re-emerging as a desirable vacation destination

for New Yorkers.”

“ Lang’s vision has provena great success.”

“Living in NYC is great. Being isolated fromnature isn't. Get the best of both worlds with

a cabin in Hudson Woods. ”

16

“ SANDERSON HAS HELPED MR. LANG TRANSLATE THE DEVELOPMENT’S AMENITIES INTO A COMPELLING SALEABLE

NARRATIVE ” – New York Observer


“ WE HAVE SUCCEEDED IN CREATING

A NEW DESIGN-DRIVEN DEVELOPMENT

MODEL WITH BRAND AT THE HEART OF IT ”

– Drew Lang, Hudson Woods Founder

18

Places people want to spend time in stand for something.

What does your place stand for?

Get in touch Studio Sanderson

31 W26 Street New York, NY 10010 [email protected] +1 646 491 3924

hudson woods: how to inspire a relationship between people and a place

Marketing