Case Study: Bluerock Utah — Building Brand Authority
Client Challenge
Bluerock Utah (Bluerock Builders), a premium custom home builder and remodeler, was poised for growth but needed to bridge the gap between their high-quality craftsmanship and their digital presence. While they had recently invested in a fresh brand identity from an outside designer, they lacked the strategic direction to apply this look cohesively across all their marketing channels. They needed an integrated strategy to implement the new brand into print materials, optimize their website for high-value search terms, and create engaging, professional video content that reinforced trust and quality.
The Integrated Solution
We provided Creative Direction and strategic Marketing services to fully integrate the new visual identity and optimize Bluerock's digital ecosystem for lead capture and authority.
1. Brand Implementation & Cohesion
Print Collateral Integration: We served as the implementation partner, taking the designer's new brand refresh (logos, color palettes) and applying it strategically to all new print collateral. This included brochures, client welcome packets, and specification sheets, ensuring a sophisticated and cohesive brand presentation in every physical interaction.
Website Micro Rebrand: We executed a functional micro-rebrand on the existing website to prioritize conversion and visual impact. This involved maximizing the showcase of high-quality home imagery and focusing on SEO improvements to target valuable, intent-based keywords related to custom homes and specific Utah remodeling services.
2. Content Strategy for Authority & Nurturing
Strategic Blogging: We developed and authored a consistent schedule of blog content focused on establishing authority. Topics centered on design trends, the custom home building process, and FAQs (e.g., "What to look for in a Utah home builder"), driving qualified organic traffic interested in their services.
Lead Nurturing Emails: We created and managed a series of engaging email marketing campaigns. This content, designed with the integrated new aesthetic, focused on nurturing leads through the long sales cycle of custom building—delivering project updates, design inspiration, and clear calls-to-action for consultations.
3. Creative Direction for Authentic Video
Owner-Filmed Video Direction: Recognizing the value of authenticity, we provided expert Creative Direction for a series of new website videos that the owner self-filmed. We delivered detailed shot lists, talking points, and narrative concepts, allowing the client to maintain the authentic voice of their business while ensuring the final assets appeared professional, cohesive, and compelling for their high-end audience.
Results & Key Impact
The integrated approach successfully fused the new aesthetic with functional marketing strategy, elevating the brand's perceived value and increasing digital authority.
Brand Cohesion- The fresh brand refresh was seamlessly integrated into both the digital site and all print collateral, ensuring a professional and high-end brand experience at every client touchpoint.
Organic Authority- Consistent, strategic blogging and SEO optimization positioned Bluerock Utah as a thought leader, improving organic rankings for high-value custom home and remodel keywords.
Content Efficiency- Expert creative direction for owner-filmed video maximized content production efficiency, resulting in authentic, high-quality visual assets for the website without the expense of a full production crew.