Marketing a 50-Year Vision: Brand, Identity, and Early Momentum
Kimberly Banach, Senior Director of Marketing at Howard Hughes Communities, joins us to discuss the brand strategy and long-term vision behind Teravalis — a 37,000-acre master-planned community on the western edge of Phoenix with a 50-year build-out plan.From naming conventions rooted in Latin and landscape to campaigns that evolved alongside the community's development, Kimberly shares how the team is building a place designed to sustain itself for generations.KEY TAKEAWAYS00:00 Introduction.02:04 How the team developed the Teravalis name and brand identity from the land itself. 04:30 Why the community logo was built directly from a sunset photo taken on the property. 06:12 How the first village, Floreo, and its seven bloom-named parks carry the pollinator theme into everyday design. 09:15 The three brand campaigns that took Teravalis from pre-launch to grand opening to "Belong Here." 10:45 How homes priced from the low 300s are making homeownership accessible to first-time buyers. 13:20 Why Teravalis is targeting 1.2 jobs per household and what that means for the surrounding region. 13:45 The long-term vision for major employers and potentially Major League sports teams at Teravalis.Thank you for listening to “Communities Connected: A Land and Lifestyle Podcast by Alosant.” If you enjoyed the show, please leave us a 5-star review and subscribe to our channel so you don’t miss any future episodes.You can find more about Alosant on our LinkedIn page and alosant.comRESOURCES MENTIONEDTeravalis:https://www.teravalis.com/Howard Hughes Communities:https://communities.howardhughes.com/RCLCO:https://www.rclco.comJohn Burns Research and Consulting:https://jbrec.com/Urban Land Institute:https://www.uli.org#ResidentExperience #MasterPlannedCommunities #ProptechAbout the HostsApril is the CEO and Co-Founder of Alosant. She is an experienced entrepreneur and real estate technology expert with an innate curiosity for consumer behavior. Alosant-powered apps make it easy for users to stay informed and engaged, offering solutions to connect with everything their community has to offer.Danette is the VP of Marketing at Alosant, where she brings 20 years of experience helping brands create exceptional consumer experiences. Today, she focuses on sharing how real estate professionals are shaping the next evolution of resident experience, and how Alosant helps support their work.
