Brand Development / Homes at Champions Ridge

From the Mid South Club:
“No other place in the United States shares the rich golf history of the Village of Pinehurst, North Carolina. Golf is not a separate feature of the town – it’s part of the culture and way of life.”
Located in Pinehurst North Carolina, an area rich in traditions and immersed in the lifestyle of golf, Champions Ridge is a development of homes and planned community located in close proximity to the legendary Mid South Club. This brand and website development needed to incorporate and reflect these elements as well as showcase the homes and showcase the developed community. The project development included the development of the online brand and business image, messaging, writing, website design and development.


Asked to create a brand and build a website where each home model was named after a legend of golf like Nicklaus, Palmer, and Hogan, the challenge was to create a balance between the golf legends and the beauty of the home, which had to be balanced, prominent, and work together to strengthen the whole. The elements in the brand equation and writing for the site also included the development's community, features and benefits, the proximity and acess to the legendary Mid South Club, the architects Stagaard and Chao, the surrounding location and community, the lifestyle, and other info relevant to build the brand value and a value proposition.

Because each home was named after a golf legends like Palmer, Hogan, Nicklaus, and other legends, the creative would need to incorporate these strong elements without overpowering the beauty of the home. In addition to these two prominent elements, the tradition of the area, the lifestyle aspect, the relevance and location to the Mid South Club needed to be incorporated into the development of the brand as these were essential elements and selling points in buying the home.


The project began with the development of the Champions Ridge brand with elements of the brand that included the features of the homes, location, community, surrounding area, lifestyle, and the relevancy of the Mid South Club, all factors crucial to buying a home, communicated in the development of the brand; selling points and building the value proposition.


With each model of home named after a legend of golf and the beauty of the home itself there had to be a balance, and a reasoning for the golf aspect. That aspect was created through the concept and approach, and delivered through the design execution and the written word. To achieve the goal, a visual balance was created and applied that ensured the homes were not overpowered by the golf element. In the creative execution and the development of the brand's look and feel, sketch-like graphics were created for the golfers and golf legends; Jones, Hogan, Nelson, Nicklaus, Palmer, and Ross, using a monotone color palette with a created vintage feel, complementing the beauty of the homes and more importantly not overpowering the beauty of the homes. This approach enabled the home to be be the primary visual focus with the golf aspect adding-to and showcasing the beauty of the home. The creative approach and execution allowed the golf images to work as a visual anchor and function as a navigational element. The design approach justified the usage of the names for each home, and justified the brand's name.

The site's writing, brand messaging, and site structure was based on the benefits and features of the homes and community, in addition to that fact that the homes and location is tailored to the lifestyle of the target audience. The writing also speaks of the area being rich in the golf history and tradition, another key element tailored to the wants and needs of potential homeowners. The location and access to the Mid South Club was also a key benefit of homeownership, addressed through the writing, and structure of the site.

With the world renowned Stagaard and Chao as the architects, the site's writing incorporated this essential element, positioning this throughout the writing and value proposition.


With the online brand developed, the architecture of the site and the structure of the content showcased the features of the homes as a community and each model individually, with the benefits of the planned community, as well as showcasing the Mid South Club, and surrounding area. In addition to the visual aspect as part of the brand, the golfer images served as a navigational element and helped create uniformity. Within each home's page and section, the content showcased the features of the home, with photos and blueprints, with the site structured to show the blueprints for each model under the home and as a whole.
To view the project, visit the Champions Ridge website at: https://championsridge.com