Pinecrest
A new kind of community, 100 years in the making.
THE BRIEF
Pinecrest needed to stand out in a competitive market and win over multiple audiences at once: attract top builders to invest in the vision, reassure neighbors that the project would honor local history and neighborhood customs, and inspire future residents to see lasting value in putting down roots there.
THE STRATEGY
Offset transformed that challenge into a brand people could feel. We created an emotional story — rooted in heritage but alive with modern appeal — and positioned Pinecrest as urban access with a village vibe. By pairing a clean, timeless identity with messaging that spoke to connection and community, we built a differentiated brand that builders championed, neighbors embraced, and homebuyers sought out.
THE APPROACH
In collaboration and partnership with Collective members Chris Gupton (AD) and Rhoton & Co (collateral & website):
Market Research
Target Buyer Definition
Positioning and Brand Architecture
Website
Collateral
Home Plans and Street Naming
“They helped us crystalize our idea into a crisp, concise way we couldn’t do on our own.”
-Chris Ng Cashin, Founding Partner
