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Lakeside

Custom elegance, built just for you

Lakeside Luxury Homes has a team of in-house architects, builders, and creative problem-solvers with over 45 years of experience. They have the expertise to build a luxury house from the ground up, but needed help seeking a solid ground on their brand’s identity. They called on Savage for a brand refresh, including a new name, logo, and voice that tells the Lakeside story.

Brand Architecture

Brand Identity

Photography

Videography

Website

The Client: Lakeside Luxury Homes

Founded in 1986 in Mequon, Wisconsin, Lakeside Luxury Homes exists to design, build, and maintain high-end, custom houses. Their team of experts guide their customers through the entire process—from conception, to completion, and beyond. The Lakeside team works alongside customers to build a house that honors their lifestyle, reflects their personal taste, and evokes a sense of peace. A house that they’re proud to call home.

The Challenge

Attracting the right audience

Lakeside needed to hone in on their specialty and target those looking for a luxury experience. Before diving head first into brand identity and logo design, the Savage team knew that a name change was paramount. Their company name at the time, “Lakeside Development,” did not properly flaunt their artistic skills and unique ability to customize every aspect of the design and build process.

In order to attract the right clientele, we tweaked the name to Lakeside Luxury Homes—allowing potential customers to understand and imply that they’re in for a sophisticated, customized experience that cannot be found anywhere else.

The Strategy

Tell the Lakeside story

The Lakeside team isn’t just selling houses. They’re selling the feeling in which a new, custom-built home will make their customers feel—warm, comfortable, and completely at peace.

Lakeside had an existing portfolio of stunningly impressive photography of their finished homes. It was important to us that their branding didn’t overshadow their work, but instead, complement it. Our strategy was to make Lakeside’s brand design a perfect balance between simple and elevated.

The logo’s timeless color and design conveys a slight wavy, watery resemblance—paying homage to Lakeside’s specialty: designing and building waterfront properties. This subtle aquatic theme portrays a calm, tranquil lifestyle, which comes to fruition throughout the brand voice. All other graphic elements of the brand are muted and earthy—evoking a sense of peaceful luxury, and allowing the beautiful houses to speak for themselves.

In order to establish credibility and connect with the audience’s emotions, the Savage production team was invited into the home of past Lakeside customers. With amazing testimonials and stunning footage of the family’s lifestyle, we were able to create a short, documentary-style vignette to showcase Lakeside’s ability to turn a house into a home; a place where milestones are met and memories are made.

The Result

The Lakeside effect

From groundbreaking to housewarming, Lakeside Luxury Homes cares deeply about the quality and integrity of every custom home. With a new brand logo, website, and story, Lakeside is able to convey that every project—and every partnership—is embraced with confidence, compassion, and the utmost care for every last detail.

Lakeside’s new website communicates the care that goes into their homes. Stocked with strategically-organized case studies and portfolios, customers are able to understand from the getgo what kind of experience they’re in for.

Lakeside Luxury Homes continues to combine the latest in functional style with timeless design and create homes that remain beautiful for generations to enjoy. Only now, they have a succinct brand identity that tells their story better than ever before.

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