Emerald Bay is one of California’s most exclusive (and controversial) gated communities. It’s perched on a totally private crescent-shaped beach, and the handful of homes that directly front the beach itself (known as “The Front Row”) regularly sell for upwards of $35 million.

As of January 2016, only one unimproved lot remains…102 Emerald Bay. When Premiere Estates Auction Company was brought on board by Sotheby’s International Realty to get the highest possible sale price for 102 Emerald Bay, I was put in charge of designing all of the property’s marketing materials. This included a print/digital brochure, direct mail pieces, email marketing, social media graphics and an invitation to an exclusive auction preview event.

The marketing for 102 Emerald Bay followed my recently-introduced branding guidelines for Premiere Estates, and reflected the property’s exclusivity and potential. The real test of our marketing campaign will come on February 11th, when this one-of-a-kind property will be sold to the highest bidder.