Michael D. Lane Homes builds some of the most exquisite “green” homes in New England because they partner with the most talented and demanding architects and designers.
Michael D. Lane Homes understands that building a customer’s dream home should be an enjoyable and memorable experience that they will cherish. Customers have peace of mind throughout the entire process because Mike Lane will be at their new home from start to finish, every day, ensuring even the slightest detail is handled meticulously.
Michael D. Lane Homes builds only a handful of custom homes each year, so Mike can give each new home 100% of his attention.
Michael D. Lane Homes wanted to expand their relationships with architects and designers as a LEED-certified contractor.
Bergeron Creative developed a web-centric brand strategy to position Michael D. Lane Homes as the premier custom “green” contractor that builds relationships with top architects and designers.
We created a dramatic brand identity with a lettermark, using Michael D. Lane Homes initials “MDL,” and forming the “H” in Homes with the negative spaces of those letters. This unique brandmark is carried through the company’s website and collaterals, to attract an architect’s and designer’s keen sense of design.
Bergeron Creative designed an elegant, stationery system that juxtaposes the brand’s color “sage” against stark white. The minimalist folder cover design features an embossed lettermark, opening up to an expansive sage interior, creating a nice contrast for the letterhead and case studies it houses.
We developed case study data sheets for major projects that include copywriting, design and photography. The case study data sheets are also available for download as PDFs on the company’s website.
We designed easy-to-construct, upscale jobsite signs to promote Michael D. Lane Homes and the upscale homes they build.
The website is the key to this web-centric, integrated brand campaign, and serves to reinforce Michael D. Lane Homes’ new brand strategy. The site features a variety of homes showing exterior and interior views highlighting LEED projects. The website has become a robust portfolio gallery that supports both online and offline sales efforts, as it was developed to work seamlessly on iPads and iPhones.
The website was programmed using WordPress, an open-source content management system (CMS) that allows the site to be optimized to take full advantage of organic search for major keywords.
Bergeron Creative created an ad campaign that appeared in regional “homes” magazines. A “sage” background frames breathtaking interior and exterior views of LEED homes from the Michael D. Lane Homes’ portfolio.
After the launch of the website, Michael D. Lane Homes and its LEED homes were featured in an article in the Wellesley Weston Magazine and Mike Lane was interviewed by Steve Thomas, former host of the television show This Old House for broadcast, garnering additional exposure for architects and designers.
According to Mike Lane, “The campaign Bergeron Creative Studios developed helped bring in work in a difficult economic climate.”
Call us at 617-834-4840 | al@bergeroncreative.com