"Belong Here" was Teravalis's most ambitious campaign to date. As a newly opened master-planned community, driving traffic on-site and converting it into home sales was the highest priority. The campaign began with a brand alignment workshop and creative concepting, followed by a multiday photoshoot, and resulted in hundreds of assets directed and developed across display, social, OOH, and CTV — driving measurable increases in traffic, brand recognition, and home sales.
The Challenge
After years of not knowing who Teravalis's first adopters would actually be, we finally had preliminary data on who was moving in. But internal perception hadn't caught up to that reality. Through stakeholder interviews, we surfaced the gap between how the brand saw its audience and who that audience actually was. We used those findings to propose a new brand position that spoke to current residents' actual wants and needs, without alienating future buyers.
Strategy & Direction
Using the workshop findings, I developed 3 creative directions that embodied the new brand position — each with a distinct approach, but all grounded in the same brand persona. The team landed on the direction that borrowed imagery and language from membership clubs, creating a sense of inclusive exclusivity. "Belong Here" tapped into what every homebuyer is really looking for: a neighborhood and community that values what they value.
The Design System
Producing hundreds of assets meant building a design system that let copy and imagery swap easily, adapt across a range of sizes, and still read as unmistakably on-brand. The layout draws on floor plans: one block for header copy, one for body copy, one for image — a simple structure that produces endless combinations. Paired with bold brand colors and distinctive imagery, the system itself embodies the community's commitment to thoughtful, adaptive design.
Photography Direction
Our team led the event’s logistics, promotion, and on-site execution from end to end. We developed and launched a multi-channel promotional campaign leading up to the grand–a campaign so visible that both the Governor and the Mayor referenced it during remarks.
In addition, we directed and designed the full environmental graphic system for the event, including more than 30 informational signage executions, digital displays, motion graphics across both days, and every branded touchpoint featuring the Teravalis identity.
The result was a high-impact launch attended by over 2,000 guests, nearly 500 app downloads, and dozens of community and amenity activations, successfully translating long-term vision into tangible momentum.
Execution
The campaign's assets appear across print, OOH, paid social, display, retargeting, email, and CTV.
Audience Variation
To reach Teravalis's 4 core homebuyer audiences, 55+, remote workers, California residents, and first-time buyers, every asset was adapted with imagery and language tailored to what mattered most to each group.
Results
Since launch, "Belong Here" has driven a measurable increase in on-site traffic, home sales, and brand recognition for Teravalis. The campaign represents the new brand shifts and captures attention of first adopters while including later stage buyers .
Art and Campaign Direction
Natalie Gooden
Copy and Campaign Content
Gabby Marrama, Jenny Frey
Design Team
Melissa Udani, Caitlin Snyder
Client Management
Danielle Clymer, Landry Wells