The transformational power of branding.
A 750-acre former airport site in Austin, Texas, had been languishing for a decade in an under-served part of the City, just two miles from downtown. EMC brought its envisioning and branding power to the table in 2005, just as old runways were being removed and the seeds of the Mueller community were beginning to germinate. With multiple stakeholders—The City of Austin, Catellus (the developer), multiple homebuilders, commercial/retail tenants and brokers, employees, residents and neighbors—our ability to spearhead a strong collaborative effort was put to good use. It became clear early on that we had an opportunity to create a national model of a new urbanist community that would set new standards in green community design and construction. At the same time, we knew that success in Austin started with being true to its very unique local character.
Objective:
To develop a brand identity for Mueller that would transform long-held perceptions of this area of Austin and reassure Austinites that this new community would be true to their City. To animate the community, we knew we had to extend the draw of nearby downtown and the University of Texas to include Mueller. Because so many stakeholders were involved, we took responsibility for making sure the identity that emerged was cohesive and “on brand” across all channels. Our ultimate objective was to transform the old airport into a vibrant new part of Austin—with immediate impact.
Solution:
EMC created an “Austinthentic” brand identity that was incorporated into every aspect of the Mueller community. As brand managers for the project, we made sure all stakeholders followed brand guidelines.
We worked closely with the local public relations agency and the developer to establish a series of community events that positioned Mueller as a vibrant destination from the onset. Farmers markets, outdoor movie nights and charity events reassured Austinites that this new place was an extension of the City with which they already had strong emotional connections.
Result:
A highly successful first-residents sales program ensured more than 50% of the new homes were pre-sold before construction was complete.
Web site visits averaged 10,000/month and registrations topped 15,000.
Ongoing events held at Mueller all-year long put the acceptance of Mueller into the fabric of the greater Austin community on the fast-track. As a side note, the most successful Light the Night Walk (a fundraiser for The Leukemia & Lymphoma Society) in the country is at Mueller.
Commercial tenants and major employers such as Dell Children’s Hospital of Central Texas and University of Texas came on board early—a huge boost to Mueller’s recognition and animation.
Large retail tenants were also drawn to Mueller, and included Home Depot who unveiled their first green store design. End-cap displays showcased green products, further reinforcing Mueller as a green destination.
Mueller’s components—all either green-star rated or LEED certified—have garnered national attention.
