This new 55+ community is located in Cutchogue on the North Fork of Long Island – a quieter, more laid-back part of the island in contrast to the glitzier, crowded, trendy Hamptons. Harvest Pointe is the only development of its type in nearly 20 years that the town allowed to be built. They are no longer issuing permits. Score one for our client, Rimor Development. It’s the only high-end active-adult community on the North Fork. Score another one for our client: no direct local competition.
Rimor was familiar with Pace through the work we created for another successful new 55+ community located in a different part of Long Island. They were impressed with our work, so they hired us to create and manage a full branding and marketing campaign for Harvest Pointe, from naming and logo development, to signage, sales center displays, media strategy and placement, a brochure, website, TV spots, stationery and more.
We created a campaign that nicely captured the unique blend of elements that makes Harvest Pointe so special: the bucolic location with its abundance of farmland, vineyards, and water; and the community itself, designed for today’s 55+ buyer with high-end, luxurious homes and thoroughly modern amenities. Our marketing material uses a lot of original area photography to capture the charming setting. We created a simple yet elegant logo, a tagline that appeals to wine lovers and evokes a sense of high-class sophistication (“A Grand Cru Life Amid the Vineyards of the North Fork”), and renderings that delivered a modern, upscale, relaxed ambience… all designed to appeal to 55+ buyers from Long Island, Manhattan and Brooklyn who are not interested in the “chaotic” Hamptons lifestyle, where many other 55+ buyers tend to flock.
On the day the sales center opened, they had nearly 100 people visit, with several closings on contracts in the first week. This was before there was even anything to see: no model homes, no construction – just land, floorplans, renderings – and a vivid portrait of a coveted lifestyle, as depicted through our campaign elements. Score one more for the developer – and us.