The Task
Presented with the task of developing and marketing an elevated and distinct product line for Gemini Homes on the site of the old Biltmore Hat Factory in a highly competitive market.
The Solution
Currently, downtown Guelph presents the challenge of a vast assortment of high-end new home construction. With this in mind, Orchard developed a notable and innovative product that separates itself from competitors and created marketing that followed suit.
Utilizing a wide range of skills to develop and implement an impactful product from start-to-finish; Orchard’s architectural designers developed two unique factory inspired townhome designs that capture the character and charm of the historic site, while the marketing team created a campaign that captures the ambience and energy of a vibrant community that has been reawakened.
The innovative architecture inspired by the factory provides homebuyers with the selection of a modern or industrial layout featuring sizeable windows, spacious floorplans and optional layouts. Built to Net Zero Ready standards, the homes have risen above the local competition and provide homeowners with the prospect of a greener lifestyle.
The bold and impactful brochure, supplementary handouts, rendering and web design coupled with an impressive sales office and striking signage and advertising campaigns unite this brand and present a desirable and stylish lifestyle that captivates prospective buyers.
The Result
The amalgamation of unique architecture and prominent marketing have successfully showcased the heritage of the site and illustrated a captivating lifestyle that has drawn the attention of homebuyers to this uniquely chic project, setting the stage for Biltmore to be Guelph’s next sought-after community.