Location: Austin, Texas
Reach: Austin, Central Texas, and surrounding metro areas
Approach: Strategic Planning, Brand Identity, Campaign, Digital Development, Digital Marketing, Collateral, Public Relations, Event Planning, Wayfinding
Categories: Master-Planned Development
Here’s to tomorrow.
78747 is on the rise. Goodnight Ranch is a new master-planned community in southeast Austin, with Austin’s personality and pioneering attitude at heart. With 700 acres for living, working, and playing, Goodnight is designed to foster community through life-cycle housing and New Urbanist principles. To help build a strong neighborhood, Goodnight also features an educational fund, as well as a Park District benefiting Onion Creek Metropolitan Park.
lookthinkmake was tasked to help brand and launch Goodnight through digital and collateral design, public relations outreach to the media and the community, and the development of the Festival of Good, an on-site grand opening for the neighborhood and a celebration of all things Austin.
Goodnight has enjoyed a successful launch, with its first phases of construction well underway and new residents already moved into the neighborhood. Goodnight has experienced a high sales volume, and has enjoyed more than 7,000,000 impressions during its launch phase through earned media, with additional impressions gained through out of home and paid digital marketing efforts.
The inaugural Festival of Good was a success for the community, featuring exhibits and interactions with the Austin Public Library, Austin Energy, the Austin Parks Department, the Austin Fire Department, and local Austin vendors such as Wholly Cow Burgers, Seed Catering, and Settle Ceramics. The event has now become an annual community event, pulling residents, neighbors, community groups and local artists together for a celebration of all things good.
As the neighborhood continues to grow, the Goodnight tagline rings true; here’s to tomorrow.