CARYN BAUMGARTNER
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DPS PROPERTIES
CLIENT
Formo, Agency of Record
TYPE OF CLIENT
Real Estate Lifestyle Destinations
CATEGORY
Brand
Identity
Print & Digital
BRIEF
DPS Sporting Club had developed unique properties in historic locations, combining exceptional amenities, service, and excellence to attract discerning individuals. Their portfolio included a private island in Turks & Caicos, a historic landmark in West Virginia, and a luxurious rustic destination in Jackson Hole, Wyoming.
The company faced two main challenges: their "Sporting Life" positioning failed to differentiate the brand effectively, and conventional marketing approaches resulted in lackluster communications that didn't convey the caliber of their offerings.
WHAT I DID
I led the brand initiative through all phases of discovery, strategy, and design. We developed a new platform that resonated deeply with our target market, culminating in the campaign tagline "Life, well played." This tagline not only captured our audience's approach to life but also served as a nuanced nod to their passion for sports and pastimes like golf, tennis, and fishing.
RESULT
The resulting umbrella brand platform "Life, well played" was used to rebrand each destination, tailored to its audience while reflecting core values. Comprehensive mood boards and style guides were developed for cohesive brand expression across digital and print media. Upon launch, website traffic increased 300-500% year-over-year, validating the audience-centric strategy. The campaign's simplicity resonated with prospects and was embraced company-wide, resulting in a highly successful platform.
Discovery
A communications audit was conducted to help identify opportunities to strengthen future marketing communications produced by and for the three DPS Sporting Club destinations. The resulting recommendations set the stage for optimizing the strategic, tactical, visual and messaging vocabulary of each property – individually and collectively – and through the defining lens of “The Sporting Life.”
Strategy
Defining the drivers for the three destinations was a critical component in the brand strategy. Each property had distinctive attributes that attracted a very specific personality. Existing members and member prospects were interviewed and their responses were the basis upon which we identified the differences – and commonalities – across the three brands.
Each destination was rebranded according to audience, but reflective of the core values enjoyed by all three. Mood boards were developed that included color palettes, typography, imagery and messaging tonality. Style guides were created that addressed both digital and print needs, creating a cohesive expression of the brand across website, collateral, sales materials and advertising.
Design
I have long been one of Caryn’s advocates and supporters. She is an amazing talent, an accomplished marketer and clearly an acknowledged expert.
Robert Rippee
CMO, DPS Development and FORMO