Brand Strategy
Mountain Shadow is a 4,000-acre mixed-use master-planned community east of El Paso. I developed the brand strategy and worked with brand designers to use it to guide the visual identity. Positioned to build community, follow dreams, and celebrate culture, Mountain Shadow is the place to set down roots, build a home, and reap the rewards of hard work.
The Story
A place created to inspire optimism and the feeling that the horizon of each new day is filled with hope. Everyone deserves to have a home they can call their own, a place they can raise a family in, and a place they can live a rich and fulfilling life.
Where you come from makes you who you are. But where you’re going has everything to do with what’s around you. The people in your corner. The places that make you feel like anything is possible. They give you a glimpse of what’s beyond the horizon. And remind you what you’ll take with you when you get there.
The Big Idea
Inspired by the hope brought on by the dawn of a new day, Hopeful New Horizons is for those who hold family, optimism, and hard work as values close to their hearts.
The Principles
These design principles are meant to guide landscape design, future brand activations, and the personal experience of Mountain Shadow residents.
The Audience
The Inspirational design target is meant to be directive about the type of people who may choose to live at Mountain Shadow. Rather than inspired by data, the audience is more a conceptual persona of what residents here may value, how they spend their time, and what they’re looking for in a home.
Madeleine Twiggs 