Castle Hills, a majestic 2,500-acre area located in North Dallas, is one of the premier residential communities in North Texas.
This was a new branding campaign for Castle Hills to highlight their lush golf courses, schools, shopping and much more. The former campaign was stale, non-descriptive and built on fairy tale cliches, and the lack of an effective tagline missed an opportunity to describe what Castle Hills is all about. The assignment was to reposition the brand to attract high-income clients who seek luxurious living in a beautiful, exclusive setting. We wanted to portray the emotions experienced on the grand property in this out-of-home campaign. Giving them a new tagline allowed Castle Hills to feature the best parts of the community, while sharing the community’s attributes with potential home buyers.
Using aspirational headlines and a descriptive tagline campaign, the creative now better represents the community and lures potential buyers to further inquire about the properties.
Black Lab Creative hired me to write the copy, and they executed the print.
Black Lab Creative, Dallas, TX