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Business Info

Business Name

Knutson

What does your company do?

We are a builder / developer ... building modern townhomes in urban, walkable neighborhoods. Building near downtown areas, town centers, shopping, dining, fitness trails, and local conveniences. Also, some of our communities are built within walking distance to metro.

Our architectural designs are sophisticated and high quality. We are a leading builder in our industry - setting the standard for new, innovative home designs. All of our homes have large rooftop terraces with "glass walls" (i.e. glass doors that fold into each other allowing for outdoor/indoor living space). Many of our townhomes also have elevators.

Our current company logo and tagline is ...

KNUTSON
Homes. Neighborhoods. Lifestyle.

Our color is a vibrant orange. I can send the actual logo if that is helpful.

Do you have an existing tagline or tagline(s) that you've previously used?

Our current company logo and tagline is ...

KNUTSON
Homes. Neighborhoods. Lifestyle.

Our color is a vibrant orange. I can send the actual logo if that is helpful.

Our competitors have a couple GREAT taglines ...

Miller & Smith.
One Visit Can Change Everything.

EYA
Life Within Walking Distance.

Ditto.
Building Places That Inspire.

OPaL
Homes As Unique As You Are.

We need to be more like EYA and Ditto ... Homes. Neighborhoods. Lifestyle. is too broad and doesn't really portray who we are as a company.

Target Audience

What is your industry?

Real Estate and Construction

Describe your audience

Empty nesters - young professionals - well educated with income levels of $200K+. Our communities are located in the Washington DC metro area. Our buyers are well travels and like brands (i.e. their cars are Porsche Cayennes, Range Rovers, Audi and they shop at Neiman Marcus, Nordstrom, etc.). They like a maintenance free lifestyle - lock up and go. They like homes that are impressive - our homes are $3,000 - $5,000 square feet - large with open designs. They like living in walkable neighborhoods and are fit (into fitness and health - eating healthy and have a healthy, active lifestyle).

What 3 things do you want your tagline to communicate to your audience?

Sophistication.
Walkability.
Modern Design.
Urban Neighborhoods.

List the taglines used by your top three competitors

Our competitors have a couple GREAT taglines ...

Miller & Smith.
One Visit Can Change Everything.

EYA
Life Within Walking Distance.

Ditto.
Building Places That Inspire.

OPaL
Homes As Unique As You Are.

We need to be more like EYA and Ditto ... Homes. Neighborhoods. Lifestyle. is too broad and doesn't really portray who we are as a company.

Style and Concept

What character, tenor or spirit do you want to convey?

Serious.
Sophisticated.
Elegant - but, not feminine.

Don Knutson is a visionary - he doesn't like to be too flashy. He prefers to be bold, yet classic.

Are there any words or phrases you especially like or hate?

Don Knutson does not like the word "luxury" - he feels it is too over used.

List your favorite taglines

EYA
Life Within Walking Distance.

Ditto.
Building Places That Inspire.

Do you want to include additional info?

Don Knutson's website link http://www.knutsoncos.com/
We are currently working on redoing his website - a complete redo. We are working on a more sophisticated look ... as we are the new Advertising Agency working to rebrand KNUTSON. Don loves the Ditto website and the EYA website. We are designing to be more Ditto than EYA - though the products that Don offers is more EYA and Miller & Smith. All of there website links are below:
http://www.dittodc.com/
https://www.eya.com/
https://www.millerandsmith.com/

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