Cross Process Creative


I blend the imaginative with the analytical to create experiences that communicate.

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Reputation is Everything


January 21, 2022
Client: South Shore Custom Builders
Summary: Branding, marketing and content development for a a high-end, craftsman-style building company focused on new residential builds in South Lake Tahoe

southshorecustombuilders.com



Peter Stromberg and his Uncle, Louie Demeo, have each been in the business of building custom homes in California and Hawaii for the past three decades. 

When they teamed up to form South Shore Custom Builders, it was my challenge to translate the decades they’ve spent building their reputations into a brand and online presence that would give non-locals a sense of their level of comptence and craftsmanship. 

Everyone in South Lake already knew these two. The local population in South Lake Tahoe is small and reputations in the building industry are everything. I wanted to show people what it was like to be on a job site with Peter or Louie. They are perfectionists in a trade where perfectionism is prized. At certain calibers of work, only people in a similar trade can fully appreciate the level of skill that goes into a product. When the inspectors in South Lake retire, they send Peter work. When the high-end contractors retire, they send Peter their clients. Reputation is something you can only build over time with consistent performance.

To communicate their hard-won reputation in a brand and website, I decided to use a classic logo, captivating photography and write content that dug a little deeper into the process of building. Logo

I used a roofline from an actual build that also resembled mountain peaks. Steep rooflines are a given in high elevation climates so the finished mark speaks to the architectural style in South Lake Tahoe, the surrounding landscape and the building style of the company.


Website

The website features what most portfolio style websites feature – pictures! A lot of builders will feature exterior photos, and I used those too, but I’m thinking if I’m looking for a builder, I want to see the inside. I want to walk into my new home, get a feel for finishes, and see some craftsmanship.

Photography

The photography style is warm and realistic instead of high contrast and high definition. In so many real estate listings these days there is too much definition in the photos. They look photoshopped before they’re even imported to a computer. Photography style in marketing materials matters more than any other element, in my opinion.

Photos give the main overall impression of a company and the right style is key.

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