In an innovative approach to defining luxury Green living for Green Homes at The Greenbrier in West Virginia, Formo created an elegant, folio-style brochure coupled to a passionate, in-depth microsite. Black-and-white botanic photographs printed on rich, heavy-stock recycled paper with soy inks echoed the message of Green Homes at The Greenbrier–that living Green doesn’t mean you have to sacrifice luxury.

“Formo didn’t set out to just hype Green stuff,” explains Robert Rippee, Formo CEO. “Instead, we created a fact-based, honest dialogue between the developer and the buyer. Thus, the marketing materials had to be consistent with the idea of sustainability, as well as form and function. Green living is about the perception people generate in relation to their life and the lives of their family members not simply the technology and construction process. Therefore it is more emotional than intellectual. And above all it had to be honest, Green Homes was the real deal, not slogans and catchwords. They had assembled the very best in engineering, architecture and design. They thought about every component of a home and its construction. They designed a house that enhanced the lives of the family that lived in it with better air, better materials and a better approach to building it. We took the same approach and applied to the development of the marketing strategy.”

The beautifully printed pieces excited prospects with the lofty, emotional ideals of Green luxury living, while the equally beautiful microsite backed up the experience with detailed video clips of the development team providing more finely-tuned information.

“We had the opportunity to interview the developers and hear straight from the horse’s mouth that they are doing this for the right reasons–not just ‘greenwashing’–but really doing it right,” says Designer Adam Boozer. “It was very inspiring to interview them. They were passionate. It was highly contagious.”

The Green Homes project’s carefully crafted design and cohesive experience has earned Formo award recognition in the industry, as well as exuberant client praise for its impact on prospects but most importantly it told a true story.