Project Title: Crosby Homes
Date: November 2023
Capability: Brand Naming & Visual Architecture
Brand Archetype: Ruler

Overview:
In the intricate dance of turning a house into a home, one must consider the deep aspirations of modern humanity—their dreams, desires, and the essence of the life they seek to build within those walls. Thus, began our journey, a quest to craft a brand that resonates not merely with the eyes but with the very soul. This led us to conceive a project that is as emotional as it is serene, a harmonious blend of nobility and calm for a residential district soon to grace the north-western expanses of Yerevan. Our challenge was not just to name it, but to breathe life into it, to fashion a brand architecture that echoes the timeless strength of the earth and the unwavering power of balance.

Buyer Persona & Unique Selling Proposition:

Our path to understanding the heart of the modern dweller was paved with careful research and an acute awareness of the gaps within the competitive landscape. This, combined with a deep respect for the founding company Homeshin’s core values, guided our hand in defining the ideal buyer. These are individuals of mid-age, whose lives have been marked by achievement and refinement. They reside comfortably within the middle-upper income bracket, with the advantages of higher education and the cosmopolitan pulse of city life coursing through their veins. They are not just residents; they are owners of homes and cars, symbols of their stature and success.

Their behaviour reflects a profound sense of belonging, a desire to indicate status, and a natural inclination towards expanding their networks and leading within their communities. Their lifestyle is a rich tapestry woven with threads of urban sophistication, a love for travel, a deep commitment to health and wellbeing, and a passion for the finer things in life—whether that be dining, wining, or the art of giving generously. In their consumption habits, these discerning individuals turn to social media apps and trusted news outlets, ever eager to stay informed and engaged with the world around them.

Brand Platform:

Through the alchemy of value extraction sessions and a series of insightful interactions, we forged a brand platform that captures the essence of Crosby Homes. The brand is positioned within a spectrum that is both conventional and friendly, offering a sense of familiarity that is steeped in tradition yet welcoming in its approachability.

The personality we crafted for this brand is akin to an Englishman on a hiking expedition—grounded, composed, yet ever ready to embrace the call of adventure. The inspiration, drawn from the very earth itself, speaks to the enduring power and quiet strength that lies beneath our feet. The state of mind we wish to evoke is one of balance, a harmonious equilibrium that reflects both inner peace and external stability.

Brand Naming:

From the very beginning, certain words clung to us, guiding our steps as we sought the perfect name, each syllable rich with meaning and history. The word “Home,” in its simplest form, evokes a sense of dwelling, a place of residence where one finds peace. The concept of “Town” adds another layer, signifying a settlement larger than a village, yet still intimate in its community. “Faith” is the condition of being content, of having peace within, while “Stone” symbolizes something solid, unchanging, a foundation upon which all else is built.

The name “Crosby” emerged from this linguistic and cultural tapestry, a name of English origin, evoking a sense of place and history. Originally a locational surname, Crosby refers to those who lived near a village bearing the same name, derived from the Old Norse words “kross” meaning “cross,” and “by,” meaning “village” or “settlement.” It is a name that carries with it the weight of tradition, yet it is versatile enough to adapt to the modern world, serving as both a given name and a surname, with connotations that resonate far beyond their original meanings.

Please explore the full case study with multimedia and credits on our Professional Behance HERE.