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Understanding social needs
helps define a brand.
Old World Communities had one goal in mind when creating Berkana Homes - to develop neighborhoods that provide a sense of place in an urban environment.
The developer's decision to build an urban infill product was based on two key research findings. One, affordable housing is an issue for buyers in the Phoenix Metro area, especially "in the city." Two, there is a shift from suburban living to interest in living close to employment, entertainment and educational centers.
With a clear product direction, a style and name was developed for the projects. "Berkana" - an ancient word tied to renewal - framed the idea of a quality urban infill product. The messaging was then designed to address the individual style of a younger person wanting to be in the center of it all in a neighborhood of exceptional value.
The brand is demonstrated in the designs of the homes as well as in the printed materials, web site and advertising. It is fresh and youthful. The web site is simple to use, and focused on making it easy to find information on Berkana neighborhoods, the city, and financial resources and tools.
Hip. In the City.
Visit a Berkana community at www.berkanahomes.com
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