Lakepointe set out to redefine suburban living, blending urban energy with natural surroundings in a mixed-use master-planned community. But shifting perceptions of Covington—a city seen as generic and low on opportunity—into something aspirational and exciting required a complete identity overhaul. The challenge was to establish Lakepointe as an elevated destination while resonating with diverse buyers from different life stages and lifestyles.
Research revealed a trio of high-potential buyer personas—each drawn to Lakepointe for different reasons: investment value, lifestyle upgrade, or downsizing ease. Despite varied needs, they all shared a desire for something vibrant, connected, and future-forward. They weren’t just buying homes—they were buying into a more fulfilling rhythm of life. This insight shaped a brand identity that balances style, space, and community appeal.
We leaned into the Creator archetype to build a brand that felt fresh, polished, and metropolitan—positioning Lakepointe as an imaginative alternative to stale suburban sameness. A refined logo system, earthy yet elevated color palette, and bold modern typography gave form to a visual identity that’s both grounded and aspirational. Website mockups and marketing applications reinforced the core promise: an urban lifestyle in a serene lakeside setting. From digital to on-site signage, every touchpoint works together to communicate that Lakepointe isn’t just a place to live—it’s a place to belong.
The final brand system gives Lakepointe a distinct sense of place—modern yet approachable, elevated but never exclusive. The tone is confident and design-forward, reflecting a community meant for those who crave connection, convenience, and culture. From the calm authority of its wordmark to the natural textures and material-inspired palette, every element works in harmony to convey vibrance, creativity, and confidence. This is a brand that doesn’t just look different—it feels different. And for Lakepointe, that’s the point.
“Drake Cooper brings unmatched strategic depth to every brand they touch. Their thoughtful approach sets the stage for creative work that consistently resonates—both internally and externally. LakePointe was one of our toughest communities to brand, and their team delivered positioning that will carry it successfully from pre-sales through buildout.”
— Marita Benedict, Marketing Director, PNW, Brookfield Residential