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BRANDING

Homeplace

The small town of Keenesburg, Colorado is on the cusp of transformative change. Growth in terms of industry, jobs and people is coming to its surrounding communities, which places the Keenesburg area at the center of opportunity.

Thoughtfully creating a space for the area to grow into, for people to choose to call their home, will allow Keenesburg to maintain its small town charm while also enhancing its vitality. This is purposeful growth. It’s an intentional adaptation that revitalizes what already exists in Keenesburg, generating new energy and new possibilities.

This is the foundation of Homeplace, a purposeful community built to improve quality of life in Keenesburg so residents, businesses and visitors have a place to thrive.

Linden partnered with Homeplace to create a brand that expresses the values and intention of the community as it is planned, developed and lived in, so it always retains – and expresses – a feeling of home.

We began with an in-depth discovery to uncover the who and how of Homeplace, why the community is important for Keenesburg specifically, and what was going to connect current Keenesburg residents to the new development in a positive and supportive way. In our key findings report we detailed out additional audiences – including new resident demographics, builders and retailers – and discussed ways the Homeplace brand identity would need to connect with each of them.

Keywords

Brand attributes were established in a robust creative brief, including characteristics such as:

 

  • Approachability
  • Welcoming
  • Thoughtfulness
  • Intentional
  • Energetic
  • Vibrant
  • Pride
  • Confidence
  • People-first

We also laid out brand identifiers including the logo and tagline, as well as a need for distinguishing community icons (for the pool, community center, parks, neighborhoods, health and wellness areas, etc.) that could be used on signage, wayfinding materials, marketing pieces and more, and that would fall under the Homeplace mantra:

"

Live, Play, Thrive.

A young child leans back, smiling on a tire swing in a sunny field. Three round icons read live with a house, play with picnic tables, and thrive with a store and umbrella.

As part of the creative brief, we concepted the Homeplace overarching message, and then adapted it for their different audiences.

The idea was to maintain the feeling of the main Homeplace message – a place that cultivates a sense of belonging, where residents and visitors alike can really live – but deliver it in ways that inspire action by each niche group.

An older couple embraces outdoors, smiling and joyful. The woman’s eyes are closed as she hugs the man. Text reads “ROOTED IN gratitude.” in white letters.
A group of people sit around a table enjoying food and conversation at a restaurant. In the foreground, a woman is smiling as she eats a burger. Text on the image reads: Rooted in kinship.
Aerial view of a suburban neighborhood with houses, trees, and streets. Text over the image reads Rooted in possibilities.

From the foundation laid by the discovery phase, we created logo designs to represent Homeplace.

To narrow down the favorites and ensure the voice of every stakeholder was heard, we conducted surveys and engaged in further conversation until we had three primary options. These were expanded into moodboards so the Homeplace team could really visualize each identity.

Logo for HOMEPLACE featuring a tree graphic above the name, with the tagline A life well lived. Includes a color palette of earth tones and two logo variations on different backgrounds at the bottom.
Logo with a stylized landscape inside an oval, featuring a sun, hills, and river. Text reads A Life Well Lived above Homeplace. Below are five color swatches and two versions of the logo on sample backgrounds.
Logo for Homeplace with abstract sun and field shapes in yellow, green, brown, and orange above the text. Includes tagline Where Life Takes Root and color palette below. Two variations shown at the bottom.

It was hard to choose a winner, but with a few final tweaks the choice for the Homeplace brand was clear.

Logo featuring a stylized house with earth-toned shapes and a yellow sunbeam, above the text HOMEPLACE and the tagline WHERE LIFE TAKES ROOT on a white background.
Six solid color circles on a white background, arranged in two rows of three. The colors are dark green, mustard yellow, dark gray, sage green, bright yellow, and burnt orange.
The image displays the English alphabet in both uppercase and lowercase letters, arranged in five rows. The font is bold, serif, and black on a white background.
A logo for Homeplace with a sun, house, and fields graphic. The text reads HOMEPLACE and WHERE LIFE TAKES ROOT. The slogan appears alone on a green shape at the bottom right.
A sign displays a child lying on grass with the text GET rooted. and a phone number (123) 456-7891. The Homeplace logo and name appear at the bottom right. The sign stands outdoors on green grass.
Two vertical street banners on a pole. One shows a black-and-white photo of a young boy hugging a smiling girl. The other features the text Homeplace: Where life takes root. with a sunburst graphic.
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