Kaminsky Real Estate Group was retained in the Spring of 2015 to market and sell the newest custom home built by Steve Lazar of the prominent design firm SouthSwell Design+Build. The home was a breathtaking, modern interpretation of a beach estate, and was bursting with technology…but its greatest feature was its top floor, which was entirely devoted to entertaining and featured an enormous spa with a beautiful, retractable wood cover.
Given the home’s price point and the name recognition of its builder, Ed Kaminsky decided to introduce the property to the market with an exclusive preview event and fundraiser, in cooperation with Habitat For Humanity. I was tasked with designing the marketing campaign for the event, which included direct mail invitations, social media graphics, email marketing and signage.
Given the mid-century-modern-meets-retro design of the home in question, I decided that my campaign should take on a similar look. I chose a playful, 1950s-style script for headers, which provided an intentional contrast to the sleek renderings of the home and injected a sense of timelessness. Occasional wood accents in my pieces mirror the prominent use of exposed wood trim in the home’s architecture.
The preview event was a huge success, and the home quickly sold for over $5 million.
Invitation postcard - front.
Invitation postcard - back.
Email marketing sample; click image to view in browser.
Signage from the event.