Branding / Video / Advertising

Fielding Homes

From the search for the perfect neighborhood to the selection of ideal finishes Fielding Homes is a home building company built on principles of authenticity, thoughtful design, customer-focused experience and community life.  Beginning with design and construction and through to closing and beyond, Fielding Homes gives you the confidence, guidance and knowledge you need to make your home so much more than you ever imagined.

The Challenge

Help Crescent Communities find the right look, feel and voice to introduce their new homebuilding company and stand out in an extremely crowded market. From the earliest stages of providing initial brand development insights and introducing the brand internally at Crescent, our ultimate task was to help move potential homebuyers from inspiration to purchase — all without the benefit of existing properties or photography. 

The Concept

To inspire homebuyers to imagine their future in a Fielding home, and with only renderings to display, we devised an ingenious solution. Placing models within watercolor environments complete with textured paper artistically conveyed the idea that the Fielding Homes’ team will work with each individual to realize their own creative vision. 

In video, this concept came to life using a combination of watercolor and green screen footage to show how Fielding Homes helps consumers realize their vision for their perfect home.

Video

I partnered with a copywriter to create storyboards for this Fielding Homes brand video. I art directed illustrations, video production and post-production work. We shot video and stills simultaneously on a green screen set.

Print Ad

Outdoor Boards

Direct Mail 

Brochure

Agency: Wray Ward

Role: Lead Designer

Team: Copywriter - Katie Fisher, Designers - Katie Davis, Amanda Davis, Motion Director - Chris Williams, Still Photography - Justin Smith, Illustration - Keith Hornblower

Contact

T: 704.806.7829
Email: elaineborgmeier@gmail.com

© 2022 Elaine Borgmeier