Streetsense was engaged to refresh, recenter, and market one the nation’s top-selling master-planned communities previously known as West Villages. Located on Florida’s Gulf Coast and ideally situated between treasured beaches and the lush natural environment of the Myakka River, Wellen Park needed a multi-faceted effort to create a naturally recognized new brand, a plan for a locally grounded town center, and a framework with which to signal its growth.
Wellen Park and Downtown Wellen exemplify the creative strength inherent in the collaboration between Streetsense studios: Urban Design, Brand Development, and Marketing. The story of a unified Wellen Park came together in three ways. Downtown Wellen physically and emotionally connects Wellen Park’s neighborhoods in a spectacular waterfront destination for all ages—a highly walkable space around a lakefront green, offering destinations for a variety of community events. We created a refreshed brand identity and developed a transition plan to communicate the rollout to key stakeholders. And to engage the right target audiences, our marketing team created and implemented a strategic marketing plan—including the design and development of WellenPark.com—to reach them at all points of their consumer journey.
While Downtown Wellen is still under construction, our efforts to market the new brand are making an impact. In terms of SEO, we’ve seen a year over year increase of 52.96% in visits from organic sessions, 51.52% for organic sessions, and 10% for the Home Details form. For social media year over year, we’ve seen a 30.23% increase in Facebook followers, a 62.04% increase in Instagram followers, and a 324% increase in new users to the website.
Our urban design studio created a downtown crossroads plan maximizing localized walkability, leveraging the lake-front setting, and structuring space for scalable community gatherings. We created concept architectural renderings to guide downtown’s architectural character and inform how the buildings will shape the spaces. This fully integrated architecture converges with the brand planning in Downtown Wellen to fully denote the true place.
Our brand team worked closely with the client to create a comprehensive brand strategy for Wellen Park. Informed by a study of benchmark master-planned communities and a deep analysis of the target audiences and close-by competitive set, the team created a compelling story and full identity package for this one-of-a-kind Florida neighborhood.
Our marketing team created a comprehensive marketing plan including website redesign, social media, digital advertising, events, and PR strategies for multiple target audience groups. The plan defined key performance indicators (KPIs), key messaging, and set a timeline to ensure the plan’s success. Our team still provides social media and web services to Wellen Park on an ongoing basis, which are optimized to attract new residents while engaging current ones.