How a Home Page tells a Brand Story.

Many in the Building Industry have candidly asked us…

What’s up the the home page?

Why do you change your home page so often and why those images? They are…well – different.

Yes they are. And here is why…

Sharing a  brand story.

The most powerful opportunity to share a brand story is a brand’s website. This is a peice of real estate that should not get stuck in a time-warp. Digital is evolving and a brand that is current evolves with it.  Add to this that images that stir your imagination establish an unconscious connection faster than any block of copy ever could. Where better to demonstrate these marketing concepts than on the home page of our own branded website?Watch movie online The Transporter Refueled (2015)?

The brand story of Roxburgh is always a story of being captivating, evocative, and soulful for our clients’ success.

Our home page changes with unexpected imagery that tells life stories that pique curiousity and emotion. As a marketing firm, we are known for great design that connects to customers. No matter the medium, relationships start when a product becomes noticably relevant to a person.

KEY POINT: Marketing at its core is about sharing our clients’ offerings in ways that:Watch movie online The Transporter Refueled (2015)

1. Get Noticed

2. Get Liked

3. Get Remembered

4. Get Acted Upon

And while the customer journey may start in Social, Outdoor, or Search…it will lead to your website.

Stories roll out over time and flow in the digital space.

The Roxburgh home page is telling our story and thanks to technology it changes as easily as we change. Still, there is a constant in each image that ties back to what our brand is all about. The pursuit of connection and emotion through stories.

KEY POINT: Today being nimble is being strong. Always stay consistent in messaging and ‘on brand’ to gain momentum.

The story so far for your enjoyment

Here are our home pages so far. Click the title below each home page  to learn more about the thinking behind each design. It’s the careful intention that we put into all our work that makes it get noticed – which is the first step. [slider id=”0206″]

Design as an Experience

We are happy to share “Sea Shore” – the fourth of a series for illustrating how we think about design in marketing.  Once more, we turn to one of our art directors, Jean, to learn more.

Where did you find this image?

“I took this image with my iPhone. As far as quality, it may not be that great a picture, but it captures my experience beautifully. And today people relate to the look of a picture taken on your phone. It’s more personal in a way.

This was taken at Splash in the Surf & Sand Hotel in Laguna Beach on a hot summer day. There’s a feeling of pure relaxation that the beach offers. An optimistic release.

We are so lucky to have this in California.

Why did you pick this image for

Because the beach connects everyone. And marketing is about connection.

Everyone has a different lifestyle and point of view, but they all love the beach in their own way. People go to connect with the ocean and each other in a relaxing way.

And at the end of it all, everybody has a story to tell about how wonderful their day was.

The headline “stories are the pathways to connection” is about this image and about what Roxburgh

Design. Include the Unexpected.

The holiday home page image “In the Garden” was selected as the second of a series for to share how we think about design in marketing. We asked one of our art directors, Jean about it.

Where did you find this image?

I took this one last May during the Laguna Beach garden walk. We go on it every year as it’s just so lovely and creative.

This mermaid was tucked into a far corner of a garden. I was wandering on my own when I stumbled across it. It was a surprise floating there…surrounded by flowers. I’m not sure if anyone else on the tour noticed it.

Why did you pick this image for

We picked this one for the holidays as it has a dreamy, wishful quality to it that fits the season beautifully, but it isn’t ‘the usual’.

The unexpected elements in a design can lift an experience to be something really special, delightful and noticeable.   That’s why it fits Roxburgh.  It evokes the emotion and story we want, in way that doesn’t blend in.

4 Steps to Launching a Brand (New Place)

Today brands communicate and interact like never before.  The voice, style and character of a strong brand are rooted in what is real and true. This is key to being authentically relevant and interesting to target customers.

At Roxburgh, we’ve successfully positioned hundreds of new home neighborhoods, master plan communities, building industry- related companies and more over the years.  What we’ve discovered is that there are four critical steps in launching a brand.

We call our process F.A.C.E., and it is designed for Places. That said, this marketing approach applies to any product.

Step 1: Find Out the Facts

Start by understanding the research and the land plan. Then – take a close personal look at what the property (or product) is, its context and its competition. The entire creative team being involved in the analysis leads to a variety of perspectives based on what is real.

(TIP: We’ve found that an intense and fast immersion process leads to the most creative solutions.)

In Step 1, we build the beginning of project Buyer Profiles, Vocabulary and USPs (unique selling propositions). Your goals may vary, but make sure you have concrete goals a for this Step.

Rick Fletcher MBK quote

Step 2: Assemble the Team in a Shared Vision

The objective of this Step is

Google’s Hummingbird: What It Is & How It Impacts Marketing.

The Short Answer.

In September 2013, Google announced it had launched it’s new search algorithm called Hummingbird.

Currently, Google accounts for 67% of total US online searches1Considering that 90% of home buyers searched online during their home buying process, how search engines select the information people receive is important to new home marketers.

When Hummingbird flew onto our radar, we headed over to one of our favorite blogs, Search Engine Land to get the low-down. They didn’t disappoint with two excellent posts. Our favorite highlights are below starting with first things first.

What is a Search Algorithm?

A search algorithm is ‘tech-speak’ for the recipe that a search engine, like  Google, uses to sort through billions of web pages and return what it thinks are the most helpful answers to users.

Google has tweaked its recipe over the years calling the changes by cute, non-threatening names such as Penguin and Panda. This time the name is still cute, but Hummingbird represents more than a “tweak” to a recipe. It’s a completely rebuilt engine that

Design. It’s all about the Details.

The new home page image “Breakfast in Spain” was selected as the first of a series for to share how we think about design in marketing. The following is by one of our art directors, Jean.

Where did you find this image?

I took that one myself in San Sebastion, Spain. It’s on the border near France. We went there because I have this book that says if you like one place, then you’ll love another. This time it said,  if you  loved Cannes, then go to San Sebastian. We loved Cannes, so we went.

This was taken on our last day. We were in this cool cafe on the ocean. Having this great coffee  and eggs with peppers. The freshly baked bread.  And the people there are very warm. You feel at home.

 Why did you pick this image to re-launch

This image is inviting you into our world where it feels comfortable.  It feels like anyone could be sitting there, breaking bread and having a conversation. It’s informal, but not casual – notice the china? It’s spontaneous and engaging.  And that’s who Roxburgh is. 

Storytelling and Technology

The art of storytelling has remained unchanged. And for the most part, the stories are recycled.

But the way that humans tell the stories has always evolved with pure, consistent novelty.  – Joe Sabia

TAKEAWAY:  Marketing begins with a genuine story that tugs at the heart and sparks the imagination.  Where and how we tell that story is more expansive than ever before in history, but it still all starts with the story.Watch movie online The Transporter Refueled (2015)


Brightwater Huntington Beach

We are excited to be working with Woodbridge Pacific Group on Brightwater, a planned community in Huntington Beach. Located a few short blocks from Pacific Coast Highway, Brightwater is a gem, offering new beach-close homes, many with unobstructed views of the coast and Bolsa Chica Wetlands. Pricing has not been announced but is expected to start in the $800,000s, ranging to over $2 million.
When Woodbridge Pacific Group enlisted the ROX Team in early 2012, Brightwater was a recognizable brand with existing homes for sale. Our F.A.C.E. approach respected that brand while moving forward in reenergizing this very special community in a gradually-recovering economy. Through F.A.C.E., Woodbridge Pacific Group and ROX worked closely together to develop messaging and a visual landscape that most accurately reflects the luxe yet laid-back beach lifestyle homeowners can expect to experience living there.

Brightwater neighborhoods encompass eleven new floor plan designs. Living spaces will range from approximately 1,992 to 2,685 square feet at Capri; 3,192 to 3,732 square feet at Seaglass; and 3,751 to 4,764 square feet at Azurene. Emphasizing indoor/outdoor living enjoyment and an array of luxury amenities, the homes will provide 3 to 6 bedrooms and 2.5 to 6.5 film Steve Jobs now

Capri, Seaglass and Azurene sales galleries opened on December 1st, and several hundred people came out to preview home designs, a future community center and clubhouse and to review anticipated pricing and financing options. A model home grand opening is planned for early summer, and we couldn’t be more thrilled to help Woodbridge Pacific Group share the Brightwater story. For more information, visit


Is Grammar Still Sexy?

A couple of weeks ago, I saw this on one of my favorite blogs, and it made me laugh and got me thinking about the proper use of grammar in our frenetic-paced lifestyles. In the age of sound bytes, texting and communicating in 140 characters or less, does good grammar matter anymore? Does anyone still care?

As a literature major, marketing professional and someone who enjoys finding typos in restaurant menus, I care, but of course I am more than a little biased. If you want to be perceived as educated, thoughtful and as someone who can intelligently command the English language, then yes, pay attention to grammar and usage.
Under some circumstances, however, bad grammar can be more efficient and even advantageous. Brevity is king throughout many social media channels, and it has become universally understood and accepted that syntax and spelling fall by the wayside.

Where it really gets interesting is when copywriters create good campaigns based on bad grammar. When it’s done well, the copy does as was intended: it gets your attention and makes you pause on the message and creative a little longer than normal.

In some cases, as with the Got Milk? slogan, it takes on a life of its own and is copied ad nauseum (but that’s why it was so brilliant!)
The challenge today is that, since most of us consistently use bad grammar in our daily communications, will this type of disruptive advertising still be effective? To the point, would we even recognize bad grammar if we saw it?





Polka Dots

From Studio M.M.E.

From Studio M.M.E.

Polka dots have been on the runways, in the magazines and throughout the fashion blogosphere for months now. Is this once popular trend here to stay for a while? Fashion is fickle so who really knows, but it sure is fun to see them cropping up in residential design, commercial spaces and lifestyle products.

Playful and fun, polka dots can really punch up an otherwise staid space in unexpected ways.

What past trends would you like to see back in popular demand? What trends have outlasted their welcome?