Enclave
A studio concept for a proposed 237-home riverfront community in Farmington, Connecticut — including the brand identity it didn't have.
Studio concept
Enclave is a real proposed development with a real owner. They don’t have a logo or a brand system yet. We made one, because the project deserves one and we wanted to see what it looked like. Whether the development team commissions execution is up to them.
Enclave at the Farmington River is a proposed 237-home mixed-use community on sixty acres of riverfront land in Farmington, Connecticut. Single-family homes, townhomes, a 14-acre pond, and a public walking path along the Farmington River.
The development is still in the town approval process. That’s a different marketing problem than a normal lease-up — there are two audiences to win, in two phases, before a single home is built.
The strategy
Win the town first.
Win the tenants second.
Path 01 · Approval phase
No development approvals yet. Public hearings ahead. The project needs to feel like a good neighbor before it’s a good investment.
Path 02 · Pre-lease interest
By the time approvals land and the first homes go up, the registered-interest list should be long enough to fill the first phase the day construction finishes.
What we made first
The wordmark.
Enclave didn’t have a logo. We made one. Newsreader set wide and quiet, a thin copper rule, the place name beneath in tracked-out small caps. Old Connecticut, not new condo.
Path 02 · Selected work
The property site.
A single site that does both jobs — explains the project to the town, captures interest from prospective residents, and shows where the development is in its approval timeline.
Path 01 · Selected work
The town hall handout.
Single sheet, both sides, given to attendees at the public hearings. Stats up top. Concerns we’ve heard answered plainly. The handout the project chair leaves on the table after the meeting ends.
residents and the
town meeting record
A neighborhood that lives behind the trees.
Two hundred and thirty-seven homes on sixty acres along the Farmington River. Here’s what the proposal actually does for the town.
60
Acres
237
Homes
14
Acre pond
Concerns we’ve heard
Traffic.
Site access via Route 4 only. Internal road network designed to handle peak loading without spillover onto neighboring streets.
The river.
Permanent conservation easement filed Q4 2025. The riverfront edge cannot be developed, ever.
Density.
Lower density than Farmington’s existing R-3 zoning allows. Mature tree cover preserved on the perimeter.
School impact.
Demographic study filed with the town. Phased construction means impact is gradual, not sudden.
Read the full proposal at the public hearing.
Front side · 8.5 × 11 · Cream stock with copper accents.
Path 02 · Selected work
The early-interest brochure.
A short take-home for people who request it from the site. Cover sets the tone. Inside is the floor-plan formats, the location, and the ask — one email a month with renderings as they’re ready.
Early interest
River living, reimagined.
A proposed 237-home community on sixty acres along the Farmington River.
Page 03 — What you’d call home
Two formats. One community.
Whether you want a single-family home with a yard or a townhome you can lock and leave for a long weekend, the community has both.
Single-family homes
3 to 5 bedroom · river views from select lots
Estimated from $850K
Townhomes
First-floor primary suite · 2 to 3 bedrooms
Estimated from $4,200 / mo
Walking distance
- The Farmington RiverOn site
- The 14-acre pondOn site
- Public walking pathOn site
- Town center5 minutes
- I-848 minutes
12-page booklet · Cover and a homes spread shown.
Path 01 · Selected work
The property sign.
Posted at the site entrance during the approval phase. Reads from the road. Tells every neighbor and every Farmington resident driving past Route 4 what is coming and where to learn more.
A proposed riverfront community.
Coming to Farmington.
5 × 3 feet · Aluminum on cedar posts.
Path 02 · Selected work
The paid social.
Geo-targeted to the Farmington and West Hartford zip codes. Forest backdrop, copper rule, the line that does the whole job — the project sells itself if the brand can carry the warmth.
Proposed · Farmington CT
A neighborhood
that lives behind
the trees.
Register early interest
237 homes · 60 acres · 14-acre pond
enclaveatthe
farmingtonriver.com
1080 × 1080 · Static · Forest + copper.
The brand system
Identity.
Palette
Mist
#F1EDE3
Forest
#1F352B
Copper
#A8845A
River
#5C7A78
Type
Newsreader
Display · the wordmark · all headlines
DM Sans
Body · UI · the small caps under the wordmark
Why this works
A proposed development is a brand before it’s a building.
Town approvals don’t come from spreadsheets. They come from neighbors who feel like the project is the right kind of neighbor. Pre-lease interest doesn’t come from urgency. It comes from patience and trust. Both of those are brand jobs — and most developers skip them.
Have a real estate project that needs a brand?
david@marketing-lions.com