Photo Credit: The Home Aesthetic
Linden House Marketing
As the in-house graphic designer at Encore Sotheby’s International Realty, I was on the team of professionals that secured the listing for what is now the highest-selling property in Indiana’s history. The late Christel DeHaan’s mansion is a unique 41,000+ square foot property on 168 acres. Learn more about the home's history in the Mansion Global feature (and check out the feature in Architectural Digest below).
I had a role in both design and marketing strategy for this project, which entailed:
Copywriting + layout for the RFP to secure the listing
Design of the ~50-page marketing deliverable highlighting property features
Brand development for both listing agents to adhere to for consistency
Photography and videography shot list development
Medium
Print + Digital Design
Platform(s)
Adobe InDesign + Illustrator
Role
Lead Designer + Marketing Assistant
Year
2021
Request for Proposal
The initial RFP had the design challenge of a dual listing approach with Sotheby’s alongside Avison Young. Many compromises were made with fonts, colors, and photography styles throughout. The 40-page document outlined:
Marketing Strategy
Marketing Plan
Fee Structures
Description of Firms
Contact Information
Perfect Bound Brochure
Once selected to be the listing agent for this property, it was decided that with Sotheby’s exceptional brand presence, we would take the lead on all marketing materials. Most notably, this included a ~50-page, bound brochure that highlighted the most extraordinary features of the home.
The Ask
As it was assumed there would be multiple out-of-state buyers, the team wanted to ensure we had a deliverable that captured a full walk-through of the home without having to actually -walk- through the property.
The Process
The Marketing Director and I took 4 hours with the Linden House associates to receive an all-inclusive walk-through of the property. This was done alongside our chosen photography vendors to build a shot list for photography and video and take extensive notes on the flow of the mansion + expansive property to translate it into a printed piece.
Skills Utilized
Document Design (InDesign) | Copywriting | Photography Direction