Brand Strategy
Located in Missoula, Montana, Wildroot is a multifamily, townhome, and single-family community created for fearless, wild, and down-to-earth trailblazers. Taking advantage of the beauty surrounding this 30-acre development, Wildroot is like a basecamp. Residents can enjoy the luxury and comfort of home while being minutes from some of the most spectacular wilderness in the world.
The Research
To truly understand this place, its potential residents, and its essence, I helped to conduct extensive research. This involved studying the location, the intended audience, and the unique characteristics of Missoula, Montana. The findings of this research were then presented to the client, ensuring that the ideas, story, and personas developed for the brand are not just a vision, but a well-informed reality.
The Big Idea
This development upholds Missoula’s timeless beauty. Residents enjoy the spoils of quiet, breathtaking wilderness with the vibrancy of downtown Missoula.
The Principles
The principles reflect the beauty of the landscape. They are essential for anyone touching the project, from the developers to copywriters to architects. The design principles inform how this place comes to life.
The Audience
These personas are intended to serve as a general guide for the types of people who would reside in Wildroot. Rather than focusing on age, race, or sexuality, the personas are more about values, passions, and style. They can help us understand how to create a place that meets the needs of the target audience.
The Why
The brand purpose is why this place exists outside of making money. For Wildroot, we exist to Embrace the Wild.
The Who
Our personality is ‘The Fearless Trailblazer’ Wildroot is a bold, natural explorer who isn’t afraid to forge new frontiers and follow their heart.
The Identity
As a strategist, I crafted the verbal identity and worked closely with the team of brand designers to craft a beautiful visual identity.
Madeleine Twiggs 