Rancho Montecito
Description
Designed and developed while employed at David Riley Associates as a Graphic Designer. Rancho Montecito is an exclusive new community of custom ranch style home sites on 3,000 acres of coastal foothills just minutes from Santa Barbara. David Riley Associates was commissioned to articulate this unique lifestyle opportunity by developing the name, voice and brand, as well as the marketing brochure and video. I worked on the naming process, development of their new logo and graphic standards, and laying out their marketing brochure. I also defined the shot list onsite photoshoot.
Project Scope
Name Development
Branding/Logo
Graphic Standards
Print
Name Development / Logo
The original name of this project was Rancho Monte Alegre, which had two big issues. First, no one could remember the name or pronounce it consistently. Second, it wasn’t tied to any location geographically so it was impossible for potential buyers to locate in their minds without a sales pitch. We researched many name options, but all our top picks prioritized solving these issues. “Montecito” has a strong sense of location and presence in California, and the new name grounds the project with a sense of place. It also elevates the perceived land value as Montecito is synonymous with luxury and high-end real estate.
The logo features a hand-drawn “M” that immediately suggests the natural and untouched landscape of Rancho Montecito. The Rancho Montecito logo mimics the ridge and water found on the property. The shape of the icon references livestock branding, solidifying the “ranch” lifestyle.
The Colors
For the main logo colors, we specified a rich brown and clay color to reinforce the rustic and rich land. I determined a secondary color palette with a papery-beige color, olive green, and rich blue to add depth and variety to their marketing materials.
